The Effect of Flash Sale on Impulse Buying of Fashion Goods Which Results in Post-Purchase Regret

The advancement of technology has led to a shift in business operations, with online transactions increasingly preferred over traditional in-person shopping. This shift presents a problem for companies as they strive to improve their online platforms to retain existing customers and attract new ones, often using strategies like flash sales. Flash sales can trigger impulsive buying, which may result in post-purchase regret. To address this issue, this study investigates the relationships between scarcity in flash sales (limited time and limited quantity), attitudes toward flash sales, impulsive buying behavior, and post-purchase regret related to fashion goods in e-commerce. Using an explanatory research method, the study surveyed 144 individuals who had purchased fashion items impulsively during a flash sale and experienced post-purchase regret. The data analysis was conducted using SmartPLS 4.0's Partial Least Square-Structural Equation Modeling (PLS-SEM). The results reveal that both limited time and limited quantity scarcity positively impact consumers' attitudes toward flash sales. A positive attitude towards flash sales is associated with increased impulsive buying behavior, which subsequently leads to higher levels of post-purchase regret among consumers engaging in flash sales for fashion products on e-commerce platforms. These findings offer important insights into the relationship between marketing strategies, consumer behavior, and emotional responses in online retail, providing practical implications for marketers and consumers alike.