Flash sale and online impulse buying: Mediation effect of emotions
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Received October 30, 2021;Accepted March 29, 2022;Published April 15, 2022
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Author(s)Link to ORCID Index: https://orcid.org/0000-0002-7666-9881Link to ORCID Index: https://orcid.org/0000-0002-5474-7623Link to ORCID Index: https://orcid.org/0000-0002-1098-415XLink to ORCID Index: https://orcid.org/0000-0002-1581-3827Link to ORCID Index: https://orcid.org/0000-0003-1655-8220
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DOIhttp://dx.doi.org/10.21511/im.18(2).2022.05
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Article InfoVolume 18 2022, Issue #2, pp. 49-59
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Cited by3 articlesJournal title: Asia Pacific Journal of Marketing and LogisticsArticle title: Factors affecting users' impulse purchases in online group buying: online consumer reviews, countdowns and self-controlDOI: 10.1108/APJML-07-2022-0560Volume: 36 / Issue: 1 / First page: 224 / Year: 2024Contributors: Jingjing Sun, Tingting Li, Shouqiang SunJournal title:Article title:DOI:Volume: / Issue: / First page: / Year:Contributors:Journal title: Young ConsumersArticle title: A mixed study on the “wow” of impulse purchase on Instagram: insights from Gen-Z in a collectivistic environmentDOI: 10.1108/YC-04-2023-1728Volume: 25 / Issue: 1 / First page: 128 / Year: 2024Contributors: Abubakar Sadiq Muhammad, Ibrahim Adeshola, Labaran Isiaku
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Flash sale (FS) is a marketing strategy that is widely used and developed in sales through e-commerce. The implementation of the FS strategy is to provide discounts or special propositions on products offered within a certain time limit. Time restrictions aim to encourage consumers’ emotions to make impulse buying (IB). This study examines the effect of consumer emotions as a mediating variable on IB among Shoppee consumers in Indonesia caused by FS activities that are not carried out on certain important days. The required data were collected through the distribution of online questionnaires to respondents who, in the last three months, had made transactions through Shoppee e-commerce platform. A total of 150 questionnaires are analyzed using PLS-SEM. The results of the analysis show that the flash sale strategy carried out by the Shoppee e-commerce platform in Indonesia has a direct effect on increasing consumer emotions. This means that the higher the intensity of the FS promotion, the stronger the influence on consumer emotions. Emotions increase IB. FS has no significant effect on increasing IB. Subsequent findings show that FS indirectly has a positive and significant effect on IB through emotions. In other words, this study proves that the emotions are a mediating variable in online IB. This study is helpful for companies in developing appropriate strategies for their promotions in utilizing consumers’ impulse buying behavior by using strategies that trigger consumers’ emotions.
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JEL Classification (Paper profile tab)D91, M31, M37
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References50
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Tables5
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Figures2
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- Figure 1. Research model
- Figure 2. Calculation of beta model test
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- Table 1. Respondent demographics
- Table 2. Validity and reliability testing
- Table 3. Model fit test results
- Table 4. R-Square and Q-Square
- Table 5. Direct and indirect pathways of effect
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Conceptualization
Martaleni Martaleni, Ferdian Hendrasto, Noor Hidayat
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Data curation
Martaleni Martaleni, Ferdian Hendrasto, Ni Nyoman Kerti Yasa
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Formal Analysis
Martaleni Martaleni, Ferdian Hendrasto, Noor Hidayat, Amin Alfandy Dzikri, Ni Nyoman Kerti Yasa
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Funding acquisition
Martaleni Martaleni, Ferdian Hendrasto, Noor Hidayat, Amin Alfandy Dzikri, Ni Nyoman Kerti Yasa
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Methodology
Martaleni Martaleni, Ferdian Hendrasto, Noor Hidayat, Amin Alfandy Dzikri
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Project administration
Martaleni Martaleni, Noor Hidayat, Ni Nyoman Kerti Yasa
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Resources
Martaleni Martaleni
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Software
Martaleni Martaleni, Amin Alfandy Dzikri
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Investigation
Ferdian Hendrasto, Amin Alfandy Dzikri
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Supervision
Ferdian Hendrasto, Ni Nyoman Kerti Yasa
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Conceptualization
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Impulse buying behavior among female shoppers: Exploring the effects of selected store environment elements
Vinish P. , Prakash Pinto , Iqbal Thonse Hawaldar , Slima Pinto doi: http://dx.doi.org/10.21511/im.16(2).2020.05Innovative Marketing Volume 16, 2020 Issue #2 pp. 54-70 Views: 2915 Downloads: 1742 TO CITE АНОТАЦІЯThis paper intends to analyze the impact of store layout, ambient factors, and employees on impulsive decision-making among female customers visiting the apparel outlets. The responses were collected through a single-stage mall intercept survey method using a structured questionnaire from 385 respondents in leading apparel stores in selected Tier I and Tier II cities in the state of Karnataka, India. The responses were analyzed using multiple regression analysis. Constructs such as store layout, ambience and employees were found to be significantly positively correlated with impulse buying behavior. The variables largely explain the variation in impulse buying under store ambiance. Except ‘attention to the window display’ and ‘friendly staff’ all other twelve variables considered in the study were found to have significant impact on the impulse buying behavior. Though store ambiance, well-structured layout, and pleasant shopping experience are essential determinants of customer satisfaction, the study results imply that the number of store staff and sales skills are critical aspects of impulse buying in the apparel business and true assets to the retail organization. Additionally, poor customer interaction, staff shortage, and high employee attrition could discourage the store’s revenue generation.
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Internet banking fraud alertness in the banking sector: South Africa
Shewangu Dzomira doi: http://dx.doi.org/10.21511/bbs.12(1-1).2017.07Banks and Bank Systems Volume 12, 2017 Issue #1 (cont.) pp. 143-151 Views: 1853 Downloads: 659 TO CITE АНОТАЦІЯThis paper analyzes internet banking fraud alertness to the general public by the South African banking institutions. The study is centered on routine activity theory, which is a criminology theory. A qualitative content analysis was used as the research technique for the interpretation of the text data from each bank’s website through the systematic classification process of coding and identifying themes or patterns to provide an in-depth understanding of internet banking fraud alertness in the banking sector. A sample size of 13 out of 16 locally and foreign controlled retail banks in South Africa was used. The findings report that banks are not adequately providing internet fraud alertness information to the general public on their websites notwithstanding that most banks they do provide such information to log-in users and the use of that information is doubtful. This study suggests a need to augment internet banking fraud alertness information and passably inform internet banking users of the types of internet banking fraud perpetrated by internet fraudsters before they log-in for transacting. Considering the current and widespread quandary of internet banking fraud, the information of this paper is important for internet banking users to improve their aptitude in identifying fraudulent schemes and circumvent them, and for the banking institutions to invest more in the provision of internet banking fraud information to the general public.
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Online impulse buying on TikTok platform: Evidence from Indonesia
Nur Rizqi Febriandika , Alfinna Putri Utami , Afifah Nur Millatina doi: http://dx.doi.org/10.21511/im.19(3).2023.17Innovative Marketing Volume 19, 2023 Issue #3 pp. 197-210 Views: 1782 Downloads: 594 TO CITE АНОТАЦІЯTikTok Shop boosts TikTok’s huge potential as an e-commerce platform that encourages sellers and buyers to increase the number of transactions. The emergence of this feature encourages the online impulse buying phenomenon on the TikTok platform. This study aims to examine the factors that influence online impulse buying on TikTok in Indonesia through the constructs of brand review, sales promotion, customer satisfaction, religiosity, and brand expectation. This quantitative research uses a questionnaire that is distributed randomly online and collected from 312 respondents in Indonesia. Using structural equation modeling (SEM), data analysis was conducted and hypotheses were examined. The results show that customer satisfaction (β: 0.501) and brand review (β: 0.358) play an important role in increasing brand expectation. At the same time, sales promotion (ρ-value > 0.05) has no impact on brand expectation. This study highlights that religiosity (β: –0.239) and brand expectation (β: –0.510) can reduce online impulse buying behavior. Brand expectation (β: –0.510) is the most dominant variable in reducing online impulse buying behavior on TikTok.