Online Impulse Buying Behaviour during Flash Sales: An Empirical Study

Abstract: The paper aims to study the influence of brand perceived price, festive mood, personalised recommendation and sales promotion on online impulse buying of upward mobile young consumers during flash sales in retail marketplace. Conducted in the backdrop of one of India’s biggest flash sales, Diwali flash sales, this is empirical quantitative research. It has employed surveys questionnaire to collect the required data by adapting the established scales in the literature and data was collected from 279 consumers. The findings of the study revealed some fascinating findings in contrast to extant literature. It revealed that sales promotion and personalised recommendations have a statistically significant relationship with online impulse buying. However, brand perceived price and positive festive mood were found not to be statistically significant predictor to online impulse buying during flash sales. The outcomes of this study shall assist retailers in carving marketing strategies as they target consumers’ diverse segments and prepare specific action plans. This study is a first modest endeavour to unfold and bring to surface the cumulative influence of brand perceived price, festive mood, personalised recommendation and sales promotion on online impulse buying during flash sales. It is the first to explore online impulse buying during festive flash as well as first to test the influence of shopping website personalised recommendation on online impulse buying in the Indian context. Keywords: Online Impulse Buying, Sales Promotion, Brand Perceived Price, Personalised Recommendation, Festive Positive Mood, Flash Sales