How Flash Sales Boost Online Impulse Purchases by Triggering Positive Emotions in Fashion Consumers on Tiktok Shop

Abstract

This research seeks to explore how flash sales impact online impulse buying, with positive emotions acting as a mediating factor among Jiniso consumers on TikTok Shop. A quantitative methodology was applied, incorporating both descriptive and verification techniques. The central question investigates the direct and indirect effects of flash sales on impulse buying, mediated by positive emotions. Data were gathered through a survey distributed to 100 Jiniso customers who had previously made purchases on TikTok Shop. The study utilized Structural Equation Modeling Partial Least Square (SEM-PLS) for analysis, supported by SmartPLS software. The findings indicate that flash sales significantly influence impulse buying behaviors among Jiniso consumers. Moreover, flash sales were shown to have a substantial effect on generating positive emotions, which in turn play a critical role in driving impulse buying. Based on these findings, it is recommended that Jiniso maintain a consistent flash sale schedule while continually improving the quality of their offerings to keep consumers engaged. Additionally, Jiniso is encouraged to enhance promotional appeal through more creative marketing strategies to boost impulse buying. Jiniso should also continue to maintain high product quality standards to ensure a pleasant and satisfying shopping experience.