THE ROLE OF POSITIVE EMOTIONS IN MEDIATING THE EFFECT OF FLASH SALES AND HEDONIC SHOPPING ON ONLINE IMPULSE BUYING
DOI:
https://doi.org/10.26418/jebik.v14i3.99439Keywords:
flash sale, hedonic shopping, positive emotions, impulse buyingAbstract
One of the widely used marketing tactics in e-commerce is flash sales, which offer significant discounts for a limited period. This study aims to analyze the effect of flash sale on positive emotions, the effect of hedonic shopping on positive emotions, the effect of flash sale on online impulse buying, the effect of hedonic shopping on online impulse buying, the effect of positive emotions on online impulse buying, the role of positive emotions in mediating the effect of flash sale on impulse buying, and the role of positive emotions in mediating the effect of hedonic shopping on impulse buying. The sample in this study consists of 123 respondents. Data analysis techniques were conducted using SmartPLS. The results indicate that flash sales and hedonic shopping influence positive emotions, and that both flash sales and hedonic shopping influence impulse buying. Moreover, positive emotions affect impulse buying and mediate the relationship between flash sales and impulse buying, as well as between hedonic shopping and impulse buying. JEL: D91, M31.References
Açan, B., Özhan, Ş., & Akkaya, D. T. (2020). The Effects of Materialism and Hedonic Shopping Value on the Impulse Buying Behavior: A Study on University Students in Turkey. OPUS Uluslararası Toplum Araştırmaları Dergisi, 17(36), 2518 2545. https://doi.org/10.26466/opus.778848
Agrawal, S., & Sareen, S. A. (2016). Flash Sales–the Game Changer in Indian E-Commerce Industry. International Journal of Advance Research and Innovation, 4(1), 192–195.
Ahn, J., & Kwon, J. (2022). The Role of Trait and Emotion in Cruise Customers’ Impulsive Buying Behavior: An Empirical Study. Journal of Strategic Marketing, 30(3), 320–333. https://doi.org/10.1080/0965254X.2020.1810743
Amnunu, S., Mitang, B. B., & Timo, F. (2025). The Influence of Hedonic Shopping Value and Shopping Lifestyle on Impulse Buying: The Mediating Role of Positive Emotion in the Shopee Marketplace. Taylorian Insights: Journal of Management Review, 1(2), 87–93.
Anoop, T. S., & Rahman, Z. (2025). Online Impulse Buying: A Systematic Review of 25 Years of Research Using Meta Regression. Journal of Consumer Behaviour, 24(1), 363–391. https://doi.org/10.1002/cb.2418
Aruldoss, A., Rana, S., Parayitam, S., & Gurumurthy, B. (2024). Demystifying Hedonic Shopping Motivation and Consumer Buying Behavior during the Post-Global Pandemic: Evidence from a Developing Country. Journal of Marketing Theory and Practice, 32(4), 486–505. https://doi.org/10.1080/10696679.2023.2221442
Çavuşoğlu, S., Demirağ, B., & Durmaz, Y. (2021). Investigation of the Effect of Hedonic Shopping Value on Discounted Product Purchasing. Review of International Business and Strategy, 31(3), 317–338. https://doi.org/10.1108/RIBS-04-2020-0034
Chang Y.-W., Hsu, P.-Y., Chen, J., Shiau, W.-L., & Xu, N. (2023). Utilitarian and/or Hedonic Shopping–Consumer Motivation to Purchase in Smart Stores. Industrial Management & Data Systems, 123(3), 821–842. https://doi.org/10.1108/IMDS-04-2022-0250
Chaudhary, R., Jain, S., Gupta, R., & Aggarwal, V. (2025). Understanding the Psychology of Impulse Buying in E-Commerce: A Behavioral Review. Journal of Marketing & Social Research, 2, 102–113. https://doi.org/10.61336/jmsr/25-06-13
Dey, D. K., & Srivastava, A. (2017). Impulse Buying Intentions of Young Consumers from a Hedonic Shopping Perspective. Journal of Indian Business Research, 9(4), 266–282. https://doi.org/10.1108/JIBR-02-2017-0018
Dogra, N., Nasir, M., & Adil, M. (2023). Does Shopping Values Influence Consumers’ Well-Being: Empirical Evidence from E-Retail. International Journal of Retail & Distribution Management, 51(12), 1698–1718. https://doi.org/10.1108/IJRDM-03-2023-0167
Efendi, N., Pelawi, P., & Tulim, A. (2024). Live Streaming, Content Marketing, Flash Sale in Online Shopping Decisions for E-Commerce. Jurnal Ekonomi, 29(03), 383–400. https://doi.org/10.24912/je.v29i3.2521
Ernst, A., Philippe, F. L., & D’Argembeau, A. (2018). Wanting or Having to: The Role of Goal Self-Concordance in Episodic Future Thinking. Consciousness and Cognition, 66, 26–39. https://doi.org/10.1016/j.concog.2018.10.004
Ervina, G., Simanjorang, E. F. S., & Siregar, N. A. (2024). Effects of Cashback, Flash Sale, and Free Shipping on Impulsive Buying at Shopee Marketplace. Jurnal Alwatzikhoebillah: Kajian Islam, Pendidikan, Ekonomi, Humaniora, 10(1), 61–72. https://doi.org/10.37567/alwatzikhoebillah.v10i1.2251
Fasyni, A., Budiarti, A. P., & Lasmini, R. S. (2021). Faktor-Faktor yang Mempengaruhi Online Impuls Buying. Jurnal Ekonomi Bisnis dan Kewirausahaan (JEBIK), 10(2), 175–190. https://doi.org/10.26418/jebik.v10i2.47796
Filho, E. J. M. A., Simões, J., de Muylder, C. F. (2019). The Low Effect of Perceived Risk in the Relation between Hedonic Values and Purchase Intention. Journal of Marketing Management, 36(1–2), 128–148. https://doi.org/10.1080/0267257X.2019.1697725
Hair, J. F., Jr., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2022). A Primer on Partial Least Squares Structural Equations Modeling (PLS-SEM). Sage Publications.
Hakim, A., & Farid, A. S. (2025). The Effects of ‘Fear of Missing Out’(FOMO) in Flash Sale Business Models: Strategy or Manipulation? Perspektif: Jurnal Ekonomi Dan Manajemen Akademi Bina Sarana Informatika, 23(1), 15–24. https://doi.org/10.31294/jp.v23i1.25259
Handayani, N. K. I., Imbayani, I. G. A., & Prayoga, I. M. S. (2026). The Effect of Flash Sales, Fear of Missing Out, and Hedonic Shopping Value on Impulse Buying of Beauty Products on The Shopee Marketplace (A Case Study of Shopee Users in Denpasar City). EMAS, 7(1), 57–66. https://doi.org/10.36733/emas.v7i1.13349
Hermanto, E. Y. (2016). Pengaruh Fashion Involvement terhadap Impulse Buying Behaviour Masyarakat Surabaya dengan Hedonic Shopping Motivation dan Positive Emotion Sebagai Variabel Intervening pada Merek Zara. Jurnal Manajemen Pemasaran, 10(1), 11–19. https://doi.org/10.9744/pemasaran.10.1.11-19
Horváth, C., & Adıgüzel, F. (2018). Shopping Enjoyment to the Extreme: Hedonic Shopping Motivations and Compulsive Buying in Developed and Emerging Markets. Journal of Business Research, 86, 300–310. https://doi.org/10.1016/j.jbusres.2017.07.013
Iyer, G. R., Blut, M., Xiao, S. H., & Grewal, D. (2020). Impulse Buying: A Meta-Analytic Review. Journal of the Academy of Marketing Science, 48(3), 384–404. https://doi.org/10.1007/s11747-019-00670-w
Juanim, J., Alghifari, E. S., & Setia, B. I. (2024). Exploring Advertising Stimulus, Hedonic Motives, and Impulse Buying Behavior in Indonesia’s Digital Context: Demographics Implications. Cogent Business & Management, 11(1), 2428779. https://doi.org/10.1080/23311975.2024.2428779
Kathuria, A., & Bakshi, A. (2024). Influence of Website Quality on Online Impulse Buying Behaviour: A Systematic Review of Literature. Marketing Intelligence & Planning, 42(5), 816–849. https://doi.org/10.1108/MIP-05-2023-0241
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education.
Kraiss, J. T., Bohlmeijer, E. T., & Schotanus-Dijkstra, M. (2023). What Emotions to Encourage? The Role of High and Low Arousal Positive Emotions in Three Randomized Controlled Trials of Different Positive Psychology Interventions. International Journal of Applied Positive Psychology, 8(2), 257–283. https://doi.org/10.1007/s41042-023-00088-4
Lamis, S. F., Handayani, P. W., & Fitriani, W. R. (2022). Impulse Buying during Flash Sales in the Online Marketplace. Cogent Business & Management, 9(1), 2068402. https://doi.org/10.1080/23311975.2022.2068402
Mamlu’ah, S. M., & Andarini, S. (2025). The Effect of Flash Sale and Free Shipping on Impulsive Buying through Positive Emotions as Intervening Variables (Case Study of Shopee Application Users in Surabaya Area). Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE), 8(2), 4693–4702. https://doi.org/10.31538/iijse.v8i2.6090
Martaleni, M., Hendrasto, F., Hidayat, N., Dzikri, A. A., & Yasa, N. N. K. (2022). Flash Sale and Online Impulse Buying: Mediation Effect of Emotions. Innovative Marketing, 18(2), 49–59. https://doi.org/10.21511/im.18(2).2022.05
Matušínská, K., & Zapletalová, Š. (2021). Rational and Emotional Aspects of Consumer Behaviour. Forum Scientiae Oeconomia, 9(2), 95–110. https://doi.org/10.23762/FSO_VOL9_NO2_5
Ngo, T. T. A., Nguyen, H. L. T., Nguyen, H. P., Mai, H. T. A., Mai, T. H. T., & Hoang, P. L. (2024). A Comprehensive Study on Factors Influencing Online Impulse Buying Behavior: Evidence from Shopee Video Platform. Heliyon, 10(15), 1–19. https://doi.org/10.1016/j.heliyon.2024.e35743
Nurmalasari, E., Hartini, I., Putri, R. A., & Soesilo, P. K. M. (2024). Effect of FoMO and Hedonic Value on Impulsive Buying and Post Purchase Regret for Purchasing Skincare Products at the Online Shop. AMAR (Andalas Management Review), 8(1), 1–21. https://doi.org/10.25077/amar.8.1.1-21.2024
Ozen, H., & Engizek, N. (2014). Shopping Online without Thinking: Being Emotional or Rational? Asia Pacific Journal of Marketing and Logistics, 26(1), 78–93. https://doi.org/10.1108/APJML-06-2013-0066
Putri, K. M., Aswat, I., & Astarani, J. (2024). The Effect of Shopee Flash Sale Program on Financial Management. Financial Management, 12(05), 1681–1689. https://doi.org/10.37641/jimkes.v11i2.1750
Putri, R. O. A. (2025). A Literature Study on the Influence of Flash Sales on Impulse Buying with Positive Emotions as a Mediator Among Shopee Application Users. Parade Riset, 3(1), 131–137.
Qurnatuain, D., Nugraha, G. H., & Leonita, L. (2024). The Antecedent of Impulsive Buying Decisions Through Live Streaming Technology and Flash Sale in E-Commerce. 2024 6th International Conference on Cybernetics and Intelligent System (ICORIS), 1–6.
Rahma, F. A., Widayanto, & Nurseto, S. (2024). The Effect of Flash Sale, Cashback, and Free Shipping on Impulse Buying in Hijab Consumers Elzatta Brand on Fashion. eve Shopee. International Journal of Multidisciplinary Research and Publication, 7(6), 82–86.
Ramadania, R., Ratnawati, R., Juniwati, J., Afifah, N., Heriyadi, H., & Darma, D. C. (2022). Impulse Buying and Hedonic Behaviour: A Mediation Effect of Positive Emotions. Virtual Economics, 5(1), 43–64. https://doi.org/10.34021/ve.2022.05.01(3)
Rivanto, E. B. R., & Haryanto, B. (2016). Pengaruh Respon Emosional Positif Konsumen pada Perilaku Pembelian Impulsif Dimoderasi Karakteristik Situasional. Fokus Manajerial, 14(1), 1–14.
Sarah, S. D. F., Solikhah, E. W., & Garad, A. (2024). The Marketing Strategy Using Brand Trust and Hedonic Shopping Motivation on Online Purchasing Decisions. Bulletin of Innovation in Management, 2(1), 9–15. https://doi.org/10.59247/bim.v2i1.228
Schiffman, L. G., Kanuk, L. L., & Wisenblit, J. (2015). Consumer Behaviour. Pearson.
Sun, B., Zhang, Y., & Zheng, L. (2023). Relationship between Time Pressure and Consumers’ Impulsive Buying—Role of Perceived Value and Emotions. Heliyon, 9(12), 1–15. https://doi.org/10.1016/j.heliyon.2023.e23185
Vannisa, D., Fansuri, A., & Ambon, I. M. (2020). The Effect of Flash Sale Program on Shopping Enjoyment and Impulse Buying on Flash Sale on C2C E-Commerce. International Journal of Scientific and Technology Research, 9(4), 2534–2539.
Wahyuni, G. A. K. T., Imbayani, I. G. A., & Prayoga, I. M. S. (2024). Pengaruh Shopping Lifestyle, Hedonic Shopping Value, dan Positive Emotion terhadap Impulse Buying pada KKV Trans Studio Mall Bali. VALUES, 5(1), 37–47.
Wahyuni, R. S., & Setyawati, H. A. (2020). Pengaruh Sales Promotion, Hedonic Shopping Motivation dan Shopping Lifestyle terhadap Impulse Buying pada E-Commerce Shopee. Jurnal Ilmiah Mahasiswa Manajemen, Bisnis dan Akuntansi (JIMMBA), 2(2), 144–154. https://doi.org/10.32639/jimmba.v2i2.457
Weng, J. T., Casveliany, T., Nwobodo, S., Tan, K. T. L., Alim, M. A., & Supahan, S. (2025). Appraisal and Positive Emotion Effect on Consumer Impulse Buying Behaviour using Mobile Discount. Journal of Creative Communications, 20(3), 402–420. https://doi.org/10.1177/09732586251359717
Widagdo, B., & Roz, K. (2021). Hedonic Shopping Motivation and Impulse Buying: The Effect of Website Quality on Customer Satisfaction. The Journal of Asian Finance, Economics and Business, 8(1), 395–405. https://doi.org/10.13106/jafeb.2021.vol8.no1.395
Yuliarnita, Yacob, S., & Lubis, T. A. (2025). The Impact of Flash Sales and Discount Programs on Impulsive Buying: The Mediating Role of Positive Emotions in Shopee’s Marketplace in Jambi. Journal of Business Studies and Management Review, 8(2), 346–354.
Yiğit, M. K. (2020). Consumer Mindfulness and Impulse Buying Behavior: Testing Moderator Effects of Hedonic Shopping Value and Mood. Innovative Marketing, 16(4), 24. http://dx.doi.org/10.21511/im.16(4).2020.03
Zhang, J., Jiang, N., Turner, J. J., & Pahlevan-Sharif, S. (2022). The Impact of Scarcity on Consumers’ Impulse Buying based on the SOR Theory. Frontiers in Psychology, 13, 792419.
Zhang, M., Zhang, J., Cheng, T. C. E., & Hua, G. (2018). Why and How do Branders Sell New Products on Flash Sale Platforms? European Journal of Operational Research, 270(1), 337–351. https://doi.org/10.1016/j.ejor.2018.02.051
Zhao, Z., Chen, M., & Zhang, W. (2019). Social Community, Personal Involvement, and Psychological Processes: A Study of Impulse Buying in the Online Shopping Carnival. Journal of Electronic Commerce Research, 20(4), 255–272.
ADDITIONAL REFERENCES
BPS (2025). Statistik E-Commerce 2023 (Vol. 6). Badan Pusat Statistik Indonesia. https://www.bps.go.id/id/publication/2025/01/30/d52af11843aee401403ecfa6/statistik-e-commerce-2023.html
