Impulsive buying during Flash Sales on ECommerce sites and the Ramification of Flash Sales on Shopping
DOI:
https://doi.org/10.12725/ujbm.57.3Keywords:
E-Commerce, Flash sales, attitude towards flash sale, impulsive buying, shopping delightAbstract
Even though E-Commerce has been advanced for
decades, it is today's buzzword. The industry has
endured impressive growth since the last decade. The
business context is fierce as big companies try to vanquish
while small companies enter the space and institute
themselves. Flash sales are a comparatively recent ECommerce phenomenon in which a business offers a
substantial discount on one or more products or services
for a limited time. Though many studies have been
executed on flash sales and how they are crucial for ECommerce sites to increase sales and visibility. Very little
has been investigated on the attributes of flash sales. This
paper endeavours to examine the eclectic characteristics
of flash sales, namely effective duration, a variety and
assortments on online shopping enjoyment, portal
preference towards online impulse buying, and factors
such as perceived perishability and perceived scarcity on
attitude towards flash sales. The research further counts
to better knowledge while formulating flash sales.
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