The Effect of Discount Price on Purchasing Intentions Through Consumer’s Perceived Risk in the Flash Sale Program at Shopee

DOI

10.2991/aebmr.k.200305.129How to use a DOI?

Keywords

discount price, consumer’s perceived risk, purchase intention, flash sale program

Abstract

This study was aimed at explaining the effect of discount price on purchase intention and consumer’s perceived risk as mediator. This study was using Explanatory Research and Quantitative approaches. The variables of this study were discounted price, purchase intention, and consumer’s perceived risk. The population in this study was Shopee user who is aware of the flash sale program and has the intention to buy. Incidental sampling is used to determine the sample with 250 respondents that had been counted with infinite population formula. Furthermore, the researcher used online questionnaire as the data instrument. Meanwhile, path analysis and descriptive analysis were used as the data analysis technique to find out (1) discount price, customer perceived risk, and purchase intention on Shopee flash sale program, (2) Direct effect of discount price on consumer’s perceived risk, (3) direct and indirect effect of discount price on purchase intention, (4) direct effect of consumer’s perceived risk on purchase intention.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Eko Bayu Prasetyo
AU  - Sopiah
AU  - Fadia Zen
PY  - 2020
DA  - 2020/03/10
TI  - The Effect of Discount Price on Purchasing Intentions Through Consumer’s Perceived Risk in the Flash Sale Program at Shopee
BT  - Proceedings of the 4th Padang International Conference on Education, Economics, Business and Accounting (PICEEBA-2 2019)
PB  - Atlantis Press
SP  - 633
EP  - 643
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.200305.129
DO  - 10.2991/aebmr.k.200305.129
ID  - Prasetyo2020
ER  -