Impulsive Purchase Intentions during Flash Sales on E-Commerce in Vietnam

Purpose: This study investigates the effects of limited quantity pressure, limited time pressure, information, and economic benefits on impulsive purchase intention during flash sales on e-commerce platforms, and examines the moderating role of consumers' arousal and pleasure. It utilizes the Stimulus-Organism-Response (SOR) model to examine how pressure-based factors (e.g., limited quantity pressure, limited time pressure) and characteristics of flash sales (e.g., information, economic benefits) affect impulsive purchase intention through emotional responses. Design/methodology/approach: The study collected data through both online and offline surveys using convenience and snowball sampling methods. A total of 532 valid responses were obtained from purchasers with experience in impulsive purchases at universities in Vietnam. The study employed Partial Least Squares Structural Equation Modeling (PLS-SEM) to test the hypotheses. Findings: The findings reveal significant influences of limited quantity pressure, limited time pressure, information, and economic benefits on the emotional states of purchasers on e-commerce platforms. Specifically, all of these factors impact arousal, while only a few significantly affect pleasure. Moreover, purchasers' emotions significantly impact their impulsive purchase intentions. Research limitations/implications: This study explains impulsive purchase intention during flash sale events on e-commerce platforms and makes several theoretical contributions to the SOR model. The sample consists of participants from a university setting, which may limit the generalizability of the findings. Nevertheless, the study identifies key factors influencing impulsive purchases, offering insights for marketers to develop emotionally driven strategies to stimulate spontaneous purchase behavior. Originality/value: This study highlights that pressure-based factors and the characteristics of flash sale events influence impulsive purchase intentions, with customer emotions acting as mediators. It contributes to a deeper understanding of purchase intention theory in the context of digital commerce.