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What is Flash Sale Impact on Impulsive Buying about?

This study investigates the impact of flash sales on impulsive buying behavior among Generation Z in South Kalimantan, focusing on arousal as a mediating variable. It finds that limited quantity scarcity significantly influences impulsive buying and arousal, while limited time scarcity has a positive but insignificant effect on impulsive buying. The research provides insights for business owners on utilizing scarcity in marketing strategies to stimulate consumer arousal and drive impulse purchases.

Author

pina42336

Language

EN