Impulsive buying during Flash Sales on ECommerce sites and the Ramification of Flash Sales on Shopping

Abstract

Even though E-Commerce has been advanced fordecades, it is today's buzzword. The industry hasendured impressive growth since the last decade. Thebusiness context is fierce as big companies try to vanquishwhile small companies enter the space and institutethemselves. Flash sales are a comparatively recent ECommerce phenomenon in which a business offers asubstantial discount on one or more products or servicesfor a limited time. Though many studies have beenexecuted on flash sales and how they are crucial for ECommerce sites to increase sales and visibility. Very littlehas been investigated on the attributes of flash sales. Thispaper endeavours to examine the eclectic characteristicsof flash sales, namely effective duration, a variety andassortments on online shopping enjoyment, portalpreference towards online impulse buying, and factorssuch as perceived perishability and perceived scarcity onattitude towards flash sales. The research further countsto better knowledge while formulating flash sales.

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