The Influence of Positive and Negative Affect on Impulsive Buying Behavior During Flash Sale Promotions
Keywords:
Positive affect, Negative affect, Impulse buying, Flash sale, E-commerce.Abstract
Purpose - This study examined the influence of positive affect and negative affect on impulsive buying behavior during flash-sale promotions among Indonesian e-commerce consumers.
Methodology - A quantitative explanatory design and cross-sectional online survey were applied. The manuscript’s provisional analysis included 286 eligible consumers and used Partial Least Squares Structural Equation Modeling in SmartPLS 4. Reliability, validity, explanatory power, predictive relevance, and structural relationships were assessed.
Findings - In the provisional model, positive affect had a strong positive association with impulsive buying behavior (β = 0.607), while negative affect had a weaker positive association (β = 0.172). Both predictors jointly explained 48.7% of the variance in impulsive buying behavior.
Implications - E-commerce platforms should design transparent and enjoyable promotions while limiting misleading scarcity cues and excessive emotional pressure. Consumers should assess product necessity and financial capacity before responding to time-limited offers.
Originality - The study separates positive and negative affect as distinct predictors, providing a more precise account of affect-driven purchasing during flash sales.
References
Akram, U., Hui, P., Khan, M. K., Yan, C., & Akram, Z. (2021). The role of cognitive and affective responses in the relationship between internal and external stimuli on online impulse buying behavior. Journal of Retailing and Consumer Services, 61, Article 102567. https://doi.org/10.1016/j.jretconser.2021.102567
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(2), 363-391. https://doi.org/10.1002/cb.2418
Ardiana, V., & Purwanto, N. (2026). The dual influence: How flash sales and fear of missing out create a synergistic effect on online impulse buying in TikTok Shop. International Conference on Digital Economics and Social Science, 3(1). https://doi.org/10.55506/icdess.v3i1.161
Arruda Filho, E. J. M., & Oliveira, R. L. S. (2023). The mood effect in relation to impulsive online buying behavior. Journal of Consumer Behaviour, 22(1), 135-156. https://doi.org/10.1002/cb.2110
Azhar, A. (2025). Swipe, like, buy: A netnographic study on the impulse buying behavior in TikTok Shop ecosystem. Journal of Management, Economic, and Accounting, 4(2), 663-672. https://doi.org/10.37676/jmea.v4i2.900
Chauhan, S., Goyal, S., Kumar, P., & Motiwalla, L. (2025). Unraveling digital temptations: A meta-analysis of online impulse buying behavior. Information Systems Management. Advance online publication. https://doi.org/10.1080/10580530.2025.2565146
Chen, W.-K., Chen, C.-W. D., & Silalahi, A. D. K. (2022). Understanding consumers' purchase intention and gift-giving in live-streaming commerce: Findings from SEM and fsQCA. Emerging Science Journal, 6(3). https://doi.org/10.28991/ESJ-2022-06-03-03
Duong, N.-H., Diep, M. N., Tran, T. T. V., Phung, U. N., & Bui, T. Y. N. (2025). From scarcity to purchase: Psychological mechanisms influencing Gen Z impulsive buying. Innovative Marketing, 21(4). https://doi.org/10.21511/im.21(4).2025.05
Fasyni, A., Budiarti, A. P., & Lasmini, R. S. (2021). Faktor-faktor yang mempengaruhi online impulse buying. Jurnal Ekonomi Bisnis dan Kewirausahaan, 10(2), 175-190. https://doi.org/10.26418/jebik.v10i2.47796
Giovanni, E. H., & Handriana, T. (2024). The influence of hedonic shopping motivation and positive emotions on online impulsive buying of Shopee application users. Riwayat: Educational Journal of History and Humanities, 7(4). https://doi.org/10.24815/jr.v7i4.41967
Gulfraz, M. B., Sufyan, M., Mustak, M., Salminen, J., & Srivastava, D. K. (2022). Understanding the impact of online customers' shopping experience on online impulsive buying: A study on two leading e-commerce platforms. Journal of Retailing and Consumer Services, 68, Article 103000. https://doi.org/10.1016/j.jretconser.2022.103000
Huo, C., Wang, X., Sadiq, M. W., & Pang, M. (2023). Exploring factors affecting consumers' impulse buying behavior in live-streaming shopping: An interactive research based upon the SOR model. SAGE Open, 13(2), Article 21582440231172678. https://doi.org/10.1177/21582440231172678
Indiani, N. L. P., Putra, I. B. U., Surasmi, I. A., Dewi, N., & Wiratama, N. I. (2024). The impact of psychological factors and marketing strategies on impulsive customer behavior in Indonesian e-commerce. Journal of Tourism Economics and Policy, 4(4). https://doi.org/10.38142/jtep.v4i4.1196
Indrawati, I., Ramantoko, G., Widarmanti, T., Aziz, I. A., & Khan, F. U. (2022). Utilitarian, hedonic, and self-esteem motives in online shopping. Spanish Journal of Marketing-ESIC, 26(2), 231-246. https://doi.org/10.1108/SJME-06-2021-0113
Jiang, W., & Bang, Y. (2024). Why do we make impulse purchases in live-streaming e-commerce? Asia-Pacific Journal of Business, 15(1). https://doi.org/10.32599/apjb.15.1.202403.15
Kong, D., Zhan, S., & Zhu, Y. (2025). Can time pressure promote consumers' impulse buying in live-streaming e-commerce? Moderating effects of product type and consumer regulatory focus. Electronic Commerce Research, 25, 3223-3259. https://doi.org/10.1007/s10660-023-09788-0
Kumar, S., Poudyal, A., & Chaurasia, A. (2024). Online impulsive buying behaviour: A systematic review. Colombo Business Journal, 15(2). https://doi.org/10.4038/cbj.v15i2.193
Lamis, S. F., Handayani, P. W., & Fitriani, W. R. (2022). Impulse buying during flash sales in the online marketplace. Cogent Business & Management, 9(1), Article 2068402. https://doi.org/10.1080/23311975.2022.2068402
Lee, C. H., & Chen, C. W. (2021). Impulse buying behaviors in live-streaming commerce based on the stimulus-organism-response framework. Information, 12(6), Article 241. https://doi.org/10.3390/info12060241
Lin, S. C., Tseng, H. T., Shirazi, F., Hajli, N., & Tsai, P. T. (2023). Exploring factors influencing impulse buying in live-streaming shopping: A stimulus-organism-response perspective. Asia Pacific Journal of Marketing and Logistics, 35(6), 1383-1403. https://doi.org/10.1108/APJML-12-2021-0903
Lina, Y., Hou, D., & Ali, S. (2022). Impact of online convenience on Generation Z online impulsive buying behavior: The moderating role of social media celebrity. Frontiers in Psychology, 13, Article 951249. https://doi.org/10.3389/fpsyg.2022.951249
Martaleni, M., Hendrasto, F., Hidayat, N. I. R. S., 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
Nguyen-Van, H., Le-Duy-Duc, T., Nguyen-Duy, A., Pham-Thi-Tra, M., Ho-Ngoc, D., & Le-Hai, A. (2024). Impact of flash sale on impulse buying on e-commerce platforms of Gen Z consumers in Vietnam. International Journal of Social Science Humanity & Management Research, 3(6). https://doi.org/10.58806/ijsshmr.2024.v3i6n02
Pratiwi, M. I., & Ulya, L. L. (2025). Trapped by fast beauty: How scarcity promotion and social influence drive Gen Z's impulse buying. Journal of Educational, Health and Community Psychology, 14(4), 1432-1450. https://doi.org/10.12928/jehcp.vi.31451
Qotrunnada, S. (2024). Pengaruh strategi marketing flash sale e-commerce terhadap perilaku konsumen dalam berbelanja ditinjau dari perilaku impulsive buying: Study case Tokopedia. Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah, 6(5). https://doi.org/10.47467/alkharaj.v6i5.2273
Rafsanjani, M. A., Wulandari, S. S., Wardoyo, D. T. W., Soesatyo, Y., Srisuk, P., & Saphira, H. V. (2025). Unveiling impulsive buying behavior during e-commerce discount events among college students. International Journal of Emerging Research and Review, 3(2). https://doi.org/10.56707/ijoerar.v3i2.92
Ramadan, Z., Farah, M. F., & Bou Saada, R. (2021). Fooled in the relationship: How Amazon Prime members' sense of self-control counter-intuitively reinforces impulsive buying behavior. Journal of Consumer Behaviour, 20(6), 1497-1507. https://doi.org/10.1002/cb.1960
Ramadhan, M. R., & Wardi, Y. (2025). Pengaruh flash sale terhadap impulse buying: Peran emosi positif sebagai mediator pada pengguna aplikasi Shopee. Jurnal Informatika Ekonomi Bisnis, 7(3). https://doi.org/10.37034/infeb.v7i3.1225
Redine, A., Deshpande, S., Jebarajakirthy, C., & Surachartkumtonkun, J. (2023). Impulse buying: A systematic literature review and future research directions. International Journal of Consumer Studies, 47(1), 3-41. https://doi.org/10.1111/ijcs.12862
Rinlohokyana, R., & Bismo, A. (2024). Unveiling the psychology of clicks: How live-streaming on social commerce sparks impulse buys in the digital native generation. In 2024 International Conference on Information Management and Technology. IEEE. https://doi.org/10.1109/ICIMTech63123.2024.10780805
Sun, B., Zhang, Y., & Zheng, L. (2023). Relationship between time pressure and consumers' impulsive buying: Role of perceived value and emotions. Heliyon, 9(12), Article e23185. https://doi.org/10.1016/j.heliyon.2023.e23185
Supriatno, G. G., & Pratminingsih, S. A. (2025). Impulse buying and the mediating role of positive emotion. Jurnal E-Bis, 9(2). https://doi.org/10.37339/e-bis.v9i2.2660
Thamara, S. D., Syarif, M. F., & Suyono, S. (2025). Triggers of consumer impulse buying behavior on e-commerce platforms: A systematic literature review. MINISTAL: Jurnal Ekonomi dan Bisnis Digital, 4(3), 325-334. https://doi.org/10.55927/ministal.v4i3.14898
Widodo, A., & Yusiana, R. (2024). The role of impulse buying in online stores: An empirical study of Indonesian consumers. Journal of Management World, 2024(4). https://doi.org/10.53935/jomw.v2024i4.442
Wulandari, D. A., & Edastama, P. (2022). Pengaruh gratis ongkir, flash sale, dan cashback atas pembelian impulsif yang dimediasi emosi positif. Jurnal Mahasiswa Manajemen dan Akuntansi, 1(2). https://doi.org/10.30640/jumma45.v1i2.320
Wuryan, S., Amel, D. A., & Baskara, I. (2026). Pengaruh flash sale, paylater, dan FOMO terhadap perilaku impulse buying pada platform e-commerce di wilayah Jakarta dan Bekasi. Jurnal Lentera Bisnis, 15(1), 830-847. https://doi.org/10.34127/jrlab.v15i1.2032
Yang, F., Tang, J., Men, J., & Zheng, X. (2021). Consumer perceived value and impulse buying behavior on mobile commerce: The moderating effect of social influence. Journal of Retailing and Consumer Services, 63, Article 102683. https://doi.org/10.1016/j.jretconser.2021.102683
Downloads
Published
Issue
Section
License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
