Impulsive Buying in Shopee’s Flash Sale Program

DOI

10.2991/978-94-6239-656-2_10How to use a DOI?

Keywords

Flash Sale; Scarcity; Impulsive Buying

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.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Agung Laksono
AU  - Putri Dwi Cahyani
AU  - Agus Dwi Cahya
PY  - 2026
DA  - 2026/04/24
TI  - Impulsive Buying in Shopee’s Flash Sale Program
BT  - Proceedings of the 4th International Conference on Management and Business (ICOMB 2025)
PB  - Atlantis Press
SP  - 123
EP  - 133
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6239-656-2_10
DO  - 10.2991/978-94-6239-656-2_10
ID  - Laksono2026
ER  -