Pranoto, Evelyn (2022) DETERMINANT FACTORS OF IMPULSIVE BUYING BEHAVIOR: CASE ON FLASH SALE IN SHOPEE YEAR OF 2021-2022. S1 thesis, Universitas Atma Jaya Yogyakarta.
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Abstract
In recent decades, as the development of technology started to grow, a couple of significant movements have occurred in consumer behavior, especially the impact on e -commerce. Prior study has found that online users are more impulsive than those offline. The driven factors of impulsive buying behavior still need to be investigated. The study was conducted on flash sale customers in Shopee marketplace. Online questionnaire was distributed to collect primary data with a total valid sample of 202 respondents. The data were analysed using SmartPLS 3 program with Structural Equation Modelling (SEM) approach. The study tested eleven hypotheses with the results showing that 6 out of 11 hypotheses were accepted. Among three elements of sales promotion, only perceived low price that could drive attitude towards flash sale. Other element, namely perceived scarcity only has a direct effect on impulse buying behavior as its effect on attitude towards flash sale is insignificant. In contrast, all the dimensions of hedonic shopping motivation were proven to have a significant effect on attitude towards flash sale and impulsive buying behavior. The finding supported both the relationship between cash on delivery and impulsive buying behavior and the moderating role of cash on delivery in the correlation between attitude towards flash sale and impulsive buying behavior. This study provides insight to businesses in improving flash sale program systems by applying text or image designs to attract customers during the flash sale program.
| Item Type: | Thesis (S1) |
|---|---|
| Uncontrolled Keywords: | Impulsive buying behavior, Flash sale, Hedonic shopping motivation, Sales promotion, Cash on Delivery |
| Subjects: | Business Management > International Marketing |
| Divisions: | Fakultas Ekonomi > Manajemen Internasional |
| Depositing User: | Editor 3 uajy |
| Date Deposited: | 12 Sep 2022 11:53 |
| Last Modified: | 12 Sep 2022 11:53 |
| URI: | http://e-journal.uajy.ac.id/id/eprint/27410 |
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