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Impulsive Buying in Shopee’s Flash Sale Program

In: Proceedings of the 4th International Conference on Management and Business (ICoMB 2025)

Author

Listed:
  • Agung Laksono

    (Universitas Sarjanawiyata Tamansiswa, Department of Management)

  • Putri Dwi Cahyani

    (Universitas Sarjanawiyata Tamansiswa, Department of Management)

  • Agus Dwi Cahya

    (Universitas Sarjanawiyata Tamansiswa, Department of Management)

Abstract

One of the growing trends in e-commerce today is flash sales, which offer deep discounts for a limited time. This phenomenon has attracted the attention of many people, including Gen-Z. This study aims to re-examine Shopee by eliminating the arousal and pleasure variables, enabling researchers to analyze the relationship between scarcity in flash sales, flash sale features, and attitudes toward flash sales on impulsive buying among Gen-Z Shopee users in Yogyakarta. The sample used in this study comprised 150 active Shopee users among Generation Z in the city of Yogyakarta. The study’s findings and hypothesis testing showed that the variables of scarcity in flash sales, flash sale features, and attitude toward flash sales had a significant effect on impulsive buying. However, the analysis also showed that flash sale features did not have a significant effect on impulsive buying.

Suggested Citation

  • Agung Laksono & Putri Dwi Cahyani & Agus Dwi Cahya, 2026. "Impulsive Buying in Shopee’s Flash Sale Program," Advances in Economics, Business and Management Research, in: Johannes Maysan Damanik & Md. Mahmudul Alam & Suddin Lada (ed.), Proceedings of the 4th International Conference on Management and Business (ICoMB 2025), pages 123-133, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6239-656-2_10
    DOI: 10.2991/978-94-6239-656-2_10
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