| dc.description.abstract | The emergence of digital era and e-commerce platforms site, there exist
many promotion strategies to attract and drive customers’ purchase. One of the most
notably promotion strategy applied on all e-commerce platforms is Flash Sale Programs.
In Vietnam, an increasing number of firms, including e-commerce platforms, have
embraced Flash Sale strategy to attract and retain customers. Shopee, as a dominant player
in the Vietnamese e-commerce market, has also implemented Flash Sales on its
applications. This study aimed to identify the characteristics that contribute to Shopee's
Flash Sales success in terms of driving impulsive purchase from customers.
The study collected responses from nearly 300 Vietnamese participants aged
15 to 40 through a questionnaire, resulting in 250 valid responses. The research model is
developed from S-O-R, PAD and CAM model to examine the relationship between Flash
Sales characteristics and impulsive buying behavior. The findings revealed that limited
time scarcity, product information, entertainment and economic benefits are the main
drivers of customers’ attitude and arousal response towards Flash Sale. Besides, only
visuality, economic benefits and entertainment are proven to have the positive effect on
pleasure state of customers. Above all, attitude, arousal and pleasure are reported to have
the positive influence on customers’ impulsive buying decision during Flash Sale
programs. The results of this study have both theoretical and practical implications. | en_US |
