Influential Factors Shaping Purchase Intentions Among Malaysian Generation Z Consumers During Flash Sales Promotions

This study employs the Theory of Reasoned Action (TRA) to elucidate the relationship between key factors and the purchase intentions of Malaysian Generation Z consumers during online flash sales promotions. The research framework posits utilitarian value (UV) and hedonic value (HV) as components shaping consumer attitudes, while informational influence (II) and normative influence (NI) contribute to subjective norms. Additionally, perceived perishability (PP) and perceived scarcity (PS) are considered to capture the effects of flash sales strategies. Subsequently, six hypotheses are formulated. A quantitative approach is adopted, involving the distribution of questionnaires to 280 respondents within the 1625 age range, representative of Generation Z in Malaysia. Preliminary findings from this study indicate the viability of the research, with data analysis conducted using SmartPLS software. Results reveal significant impacts of UV, HV, II, PP and PS on the purchase intentions (PI) of Malaysian Generation Z during online flash sales promotions. However, NI demonstrates no significant effect. This study offers valuable insights for both researchers and marketers, informing future endeavors aimed at optimizing online flash sales promotions.