Impulsive buying behavior: scarcity impact of flash sale through arousal as mediating variable
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Published:
Nov 8, 2023
Keywords:
Arousal, Flash sale, Impulse Buying, Limited Quantity Scarcity, Limited Time Scarcity
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Economy
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Abstract
The scarcity of flash sales is one of the causes of the tendency of individuals to make higher impulse purchases. This study sought to investigate the direct connection between flash sales and impulsive purchases through arousal as a mediator among 160 Generation Z in South Kalimantan who had shopped for flash sales at e-commerce Shopee. This study used an explanatory approach with 160 respondents. The data analysis method makes use of SmartPLS 4.0's Partial Least Square-Structural Equation Modeling (PLS-SEM). This study reveals that limited quantity scarcity and arousal positively and significantly affect impulsive buying. In contrast, limited time scarcity has a positive but insignificant effect on impulsive buying. In addition, the study results show that limited quantity scarcity and limited time scarcity have a positive and significant impact on arousal. In contrast, limited quantity scarcity and limited time scarcity have an indirect effect on impulsive buying through arousal. The research provides managerial implications for business owners to focus on the scarcity of flash sales to create an arousal stimulus for consumers, which results in impulse buying. This research is expected to provide knowledge to business owners regarding product marketing strategies at Shopee that are used to support increased sales
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How to Cite
Fathia, N. and Vania, A. . (2023) “Impulsive buying behavior: scarcity impact of flash sale through arousal as mediating variable ”, Jurnal Mantik, 7(3), pp. 1766-1776. doi: 10.35335/mantik.v7i3.4189.
References
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Darwipat, D., & Syam, A. (2020). Pengaruh Program Flash Sale terhadap Perilaku Impulsive Buying Konsumen Marketplace. https://doi.org/10.26858/je3s.v1i2.18635
Guo, J., Xin, L., & Wu, Y. (2017). Arousal or not? The effects of scarcity messages on online impulsive purchase. Lecture Notes in Computer Science (Including Subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics), 10294 LNCS, 29–40. https://doi.org/10.1007/978-3-319-58484-3_3
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Saestedt. (2017). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM).
Hashmi, H. B. A., Shu, C., & Haider, S. W. (2020). Moderating effect of hedonism on store environment-impulse buying nexus. International Journal of Retail and Distribution Management, 48(5), 465–483. https://doi.org/10.1108/IJRDM-09-2019-0312
Ju, J., & Ahn, J. H. (2016). The effect of social and ambient factors on impulse purchasing behavior in social commerce. Journal of Organizational Computing and Electronic Commerce, 26(4), 285–306. https://doi.org/10.1080/10919392.2016.1228353
Ku, G., Malhotra, D., & Murnighan, J. K. (2005). Towards a competitive arousal model of decision-making: A study of auction fever in live and Internet auctions. Organizational Behavior and Human Decision Processes, 96(2), 89–103. https://doi.org/10.1016/j.obhdp.2004.10.001
Lamis, S. F., Handayani, P. W., & Fitriani, W. R. (2022). Impulse buying during flash sales in the online marketplace. Cogent Business and Management, 9(1). https://doi.org/10.1080/23311975.2022.2068402
Liao, C., To, P.-L., Wong, Y.-C., Palvia, P., & Kakhki, M. D. (2016). THE IMPACT OF PRESENTATION MODE AND PRODUCT TYPE ON ONLINE IMPULSE BUYING DECISIONS. In Journal of Electronic Commerce Research (Vol. 17).
Liu, X., Zhou, Y. W., Shen, Y., Ge, C., & Jiang, J. (2021). Zooming in the impacts of merchants’ participation in transformation from online flash sale to mixed sale e-commerce platform. Information and Management, 58(2). https://doi.org/10.1016/j.im.2020.103409
Martaleni, M., Hendrasto, F., Hidayat, N., Dzikri, A. A., & Yasa, N. N. K. (2022). Flash sale and online impulse buying: Mediation effect of emotions. Innovative Marketing, 18(2), 49–59. https://doi.org/10.21511/im.18(2).2022.05
Mou, J., & Shin, D. (2018). Effects of social popularity and time scarcity on online consumer behaviour regarding smart healthcare products: An eye-tracking approach. Computers in Human Behavior, 78, 74–89. https://doi.org/10.1016/j.chb.2017.08.049
Nighel, S., & Sharif, O. O. (2022). Pengaruh Flash Sale Terhadap Pembelian Impulsif E-Commerce Shopee Di Jawa Barat The Effect Of Flash Sale On Impulse Purchase Of Shopee E-Commerce In West Java. https://openlibrarypublications.telkomuniversity.ac.id/index.php/management/article/view/18031/17660
Pencerah, S., Christanto, J. M., & Aprillia, A. (2023). Peran Emosi sebagai Variabel Mediasi pada Flash Sale Shopee dan Pembelian Impulsif. https://doi.org/10.35326/pencerah.v8i4.2954
Rizki Octaviana, A., Komariah, K., Mulia, F., & Sukabumi, U. M. (2022). Analysis Shopping Lifestyle, Hedonic Shopping Motivation And Flash Sale On Online Impulse Buying Analisis Shopping Lifestyle, Hedonic Shopping Motivation Dan Flash Sale Terhadap Online Impulse Buying. In Management Studies and Entrepreneurship Journal (Vol. 3, Issue 4). http://journal.yrpipku.com/index.php/msej
Rook, D. W., & Fisher, R. J. (1995). Normative Influences on Impulsive Buying Behavior. https://doi.org/10.1086/209452
Situmorang, M. K. (2018). PENGARUH KESENANGAN (PLEASURE), KEGAIRAHAN(AROUSAL) DAN DOMINASI (DOMINANCE) TERHADAP PEMBELIAN TIDAK TERENCANA (STUDI KASUS PADA KONSUMEN CARREFOUR CITRA GARDEN MEDAN). http://dx.doi.org/10.36764/jg.v1i1.134
Sugiyono. (2017). Metode Penelitian Kuantitatif Kualitatif dan R&D.
Syauqi, A., Lubis, F. A., & Atika, A. (2022). Pengaruh Cashback, Flash Sale, Tagline “Gratis Ongkir” Terhadap Impulse Buying Konsumen Generasi Z Pada Shopee (Studi Kasus Mahasiswa Universitas Islam Negeri Sumatera Utara). Jurnal Manajemen Akuntansi (JUMSI), 2(4), 734–749. https://doi.org/10.36987/jumsi.v2i4.3122
Theresia, V. M. (2014). Faktor-Faktor Yang Memengaruhi Pembelian Impulsif Pada Remaja Gereja GMIM Wilayah Manado Winangun (studi di Manado Town Square). http://ejournal.unsrat.ac.id/index.php/jrbm/article/view/5884
Tiffany Sutrisno, G., Surya Santoso, L., & Nathania Tandjung, C. (2022). Bagaimana Pengaruh Scarcity Promotion terhadap Online Impulse Purchasing (Scarcity Promotions Effect on Online Impulse Purchasing).
Vannisa, D., Fansuri, A., & Muchlis Ambon, I. (2020). The Effect Of Flash Sale Program On Shopping Enjoyment And Impulse Buying On Flash Sale On C2C E-Commerce. http://www.ijstr.org/final-print/apr2020/The-Effect-Of-Flash-Sale-Program-On-Shopping-Enjoyment-And-Impulse-Buying-On-Flash-Sale-On-C2c-E-commerce.pdf
Venia, M., & Marzuki, F. (2021). ANALISIS FAKTOR YANG MEMPENGARUHI PERILAKU IMPULSE BUYING (STUDI KASUS PADA GENERASI Z PENGGUNA E-COMMERCE) (Vol. 2). https://conference.upnvj.ac.id/index.php/korelasi/article/view/1158
Verhagen, T., & Van Dolen, W. (2011). The influence of online store beliefs on consumer online impulse buying: A model and empirical application. Information and Management, 48(8), 320–327. https://doi.org/10.1016/j.im.2011.08.001
Verplanken, B., & Sato, A. (2011). The Psychology of Impulse Buying: An Integrative Self-Regulation Approach. Journal of Consumer Policy, 34(2), 197–210. https://doi.org/10.1007/s10603-011-9158-5
Wangi, L. P., & Andarini, S. (2021). PENGARUH FLASH SALE DAN CASHBACK TERHADAP PERILAKU IMPULSE BUYING PADA PENGGUNA SHOPEE. http://jurnal.utu.ac.id/jbkan/article/view/3424
Wijaksana, F., & Elsina, R. (2023). IMPLIKASI YURIDIS STRATEGI FLASH SALE OLEH PELAKU USAHA E-COMMERCE. Bureaucracy Journal?: Indonesia Journal of Law and Social-Political Governance, 3(1). https://doi.org/10.53363/bureau.v3i1.179
Wu, Y., Xin, L., Li, D., Yu, J., & Guo, J. (2021). How does scarcity promotion lead to impulse purchase in the online market? A field experiment. Information and Management, 58(1). https://doi.org/10.1016/j.im.2020.103283
Zheng, X., Liu, N., Zhao, L., & Study, A. (2013). Association for Information Systems AIS Electronic Library (AISeL) A Study of the Effectiveness of Online Scarce Promotion-Based on the Comparison of Planned Buying and Unplanned Buying Recommended Citation. http://aisel.aisnet.org/whiceb2013/51
Aggarwal, P., Jun, S., & Huh, J. (2011). Scarcity messages: A consumer competition perspective. In Journal of Advertising (Vol. 40, Issue 3, pp. 19–30). https://doi.org/10.2753/JOA0091-3367400302
Carnevale, P. J. , & Lawler, E. J. (1986). Time pressure and the development of integrative agreements in bilateral negotiations. Journal of Conflict Resolution, 30(4), 636–659. https://doi.org/10.1177/0022002786030004003
Chen, J. V., Ruangsri, S., Ha, Q. A., & Widjaja, A. E. (2022). An experimental study of consumers’ impulse buying behaviour in augmented reality mobile shopping apps. Behaviour and Information Technology, 41(15), 3360–3381. https://doi.org/10.1080/0144929X.2021.1987523
Chen, T. Y., Yeh, T. L., & Wang, Y. J. (2021). The drivers of desirability in scarcity marketing. Asia Pacific Journal of Marketing and Logistics, 33(4), 924–944. https://doi.org/10.1108/APJML-03-2020-0187
Chen, W. K., Chen, C. W., & Lin, Y. C. (2020). Understanding the influence of impulse buying toward consumers’ post-purchase dissonance and return intention: an empirical investigation of apparel websites. Journal of Ambient Intelligence and Humanized Computing. https://doi.org/10.1007/s12652-020-02333-z
Darwipat, D., & Syam, A. (2020). Pengaruh Program Flash Sale terhadap Perilaku Impulsive Buying Konsumen Marketplace. https://doi.org/10.26858/je3s.v1i2.18635
Guo, J., Xin, L., & Wu, Y. (2017). Arousal or not? The effects of scarcity messages on online impulsive purchase. Lecture Notes in Computer Science (Including Subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics), 10294 LNCS, 29–40. https://doi.org/10.1007/978-3-319-58484-3_3
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Saestedt. (2017). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM).
Hashmi, H. B. A., Shu, C., & Haider, S. W. (2020). Moderating effect of hedonism on store environment-impulse buying nexus. International Journal of Retail and Distribution Management, 48(5), 465–483. https://doi.org/10.1108/IJRDM-09-2019-0312
Ju, J., & Ahn, J. H. (2016). The effect of social and ambient factors on impulse purchasing behavior in social commerce. Journal of Organizational Computing and Electronic Commerce, 26(4), 285–306. https://doi.org/10.1080/10919392.2016.1228353
Ku, G., Malhotra, D., & Murnighan, J. K. (2005). Towards a competitive arousal model of decision-making: A study of auction fever in live and Internet auctions. Organizational Behavior and Human Decision Processes, 96(2), 89–103. https://doi.org/10.1016/j.obhdp.2004.10.001
Lamis, S. F., Handayani, P. W., & Fitriani, W. R. (2022). Impulse buying during flash sales in the online marketplace. Cogent Business and Management, 9(1). https://doi.org/10.1080/23311975.2022.2068402
Liao, C., To, P.-L., Wong, Y.-C., Palvia, P., & Kakhki, M. D. (2016). THE IMPACT OF PRESENTATION MODE AND PRODUCT TYPE ON ONLINE IMPULSE BUYING DECISIONS. In Journal of Electronic Commerce Research (Vol. 17).
Liu, X., Zhou, Y. W., Shen, Y., Ge, C., & Jiang, J. (2021). Zooming in the impacts of merchants’ participation in transformation from online flash sale to mixed sale e-commerce platform. Information and Management, 58(2). https://doi.org/10.1016/j.im.2020.103409
Martaleni, M., Hendrasto, F., Hidayat, N., Dzikri, A. A., & Yasa, N. N. K. (2022). Flash sale and online impulse buying: Mediation effect of emotions. Innovative Marketing, 18(2), 49–59. https://doi.org/10.21511/im.18(2).2022.05
Mou, J., & Shin, D. (2018). Effects of social popularity and time scarcity on online consumer behaviour regarding smart healthcare products: An eye-tracking approach. Computers in Human Behavior, 78, 74–89. https://doi.org/10.1016/j.chb.2017.08.049
Nighel, S., & Sharif, O. O. (2022). Pengaruh Flash Sale Terhadap Pembelian Impulsif E-Commerce Shopee Di Jawa Barat The Effect Of Flash Sale On Impulse Purchase Of Shopee E-Commerce In West Java. https://openlibrarypublications.telkomuniversity.ac.id/index.php/management/article/view/18031/17660
Pencerah, S., Christanto, J. M., & Aprillia, A. (2023). Peran Emosi sebagai Variabel Mediasi pada Flash Sale Shopee dan Pembelian Impulsif. https://doi.org/10.35326/pencerah.v8i4.2954
Rizki Octaviana, A., Komariah, K., Mulia, F., & Sukabumi, U. M. (2022). Analysis Shopping Lifestyle, Hedonic Shopping Motivation And Flash Sale On Online Impulse Buying Analisis Shopping Lifestyle, Hedonic Shopping Motivation Dan Flash Sale Terhadap Online Impulse Buying. In Management Studies and Entrepreneurship Journal (Vol. 3, Issue 4). http://journal.yrpipku.com/index.php/msej
Rook, D. W., & Fisher, R. J. (1995). Normative Influences on Impulsive Buying Behavior. https://doi.org/10.1086/209452
Situmorang, M. K. (2018). PENGARUH KESENANGAN (PLEASURE), KEGAIRAHAN(AROUSAL) DAN DOMINASI (DOMINANCE) TERHADAP PEMBELIAN TIDAK TERENCANA (STUDI KASUS PADA KONSUMEN CARREFOUR CITRA GARDEN MEDAN). http://dx.doi.org/10.36764/jg.v1i1.134
Sugiyono. (2017). Metode Penelitian Kuantitatif Kualitatif dan R&D.
Syauqi, A., Lubis, F. A., & Atika, A. (2022). Pengaruh Cashback, Flash Sale, Tagline “Gratis Ongkir” Terhadap Impulse Buying Konsumen Generasi Z Pada Shopee (Studi Kasus Mahasiswa Universitas Islam Negeri Sumatera Utara). Jurnal Manajemen Akuntansi (JUMSI), 2(4), 734–749. https://doi.org/10.36987/jumsi.v2i4.3122
Theresia, V. M. (2014). Faktor-Faktor Yang Memengaruhi Pembelian Impulsif Pada Remaja Gereja GMIM Wilayah Manado Winangun (studi di Manado Town Square). http://ejournal.unsrat.ac.id/index.php/jrbm/article/view/5884
Tiffany Sutrisno, G., Surya Santoso, L., & Nathania Tandjung, C. (2022). Bagaimana Pengaruh Scarcity Promotion terhadap Online Impulse Purchasing (Scarcity Promotions Effect on Online Impulse Purchasing).
Vannisa, D., Fansuri, A., & Muchlis Ambon, I. (2020). The Effect Of Flash Sale Program On Shopping Enjoyment And Impulse Buying On Flash Sale On C2C E-Commerce. http://www.ijstr.org/final-print/apr2020/The-Effect-Of-Flash-Sale-Program-On-Shopping-Enjoyment-And-Impulse-Buying-On-Flash-Sale-On-C2c-E-commerce.pdf
Venia, M., & Marzuki, F. (2021). ANALISIS FAKTOR YANG MEMPENGARUHI PERILAKU IMPULSE BUYING (STUDI KASUS PADA GENERASI Z PENGGUNA E-COMMERCE) (Vol. 2). https://conference.upnvj.ac.id/index.php/korelasi/article/view/1158
Verhagen, T., & Van Dolen, W. (2011). The influence of online store beliefs on consumer online impulse buying: A model and empirical application. Information and Management, 48(8), 320–327. https://doi.org/10.1016/j.im.2011.08.001
Verplanken, B., & Sato, A. (2011). The Psychology of Impulse Buying: An Integrative Self-Regulation Approach. Journal of Consumer Policy, 34(2), 197–210. https://doi.org/10.1007/s10603-011-9158-5
Wangi, L. P., & Andarini, S. (2021). PENGARUH FLASH SALE DAN CASHBACK TERHADAP PERILAKU IMPULSE BUYING PADA PENGGUNA SHOPEE. http://jurnal.utu.ac.id/jbkan/article/view/3424
Wijaksana, F., & Elsina, R. (2023). IMPLIKASI YURIDIS STRATEGI FLASH SALE OLEH PELAKU USAHA E-COMMERCE. Bureaucracy Journal?: Indonesia Journal of Law and Social-Political Governance, 3(1). https://doi.org/10.53363/bureau.v3i1.179
Wu, Y., Xin, L., Li, D., Yu, J., & Guo, J. (2021). How does scarcity promotion lead to impulse purchase in the online market? A field experiment. Information and Management, 58(1). https://doi.org/10.1016/j.im.2020.103283
Zheng, X., Liu, N., Zhao, L., & Study, A. (2013). Association for Information Systems AIS Electronic Library (AISeL) A Study of the Effectiveness of Online Scarce Promotion-Based on the Comparison of Planned Buying and Unplanned Buying Recommended Citation. http://aisel.aisnet.org/whiceb2013/51
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