The Effect of Discounts and Flash Sales on Consumers’ Financial Decision-Making in Online Shopping

Abstract

The development of e-commerce has driven the emergence of various digital marketing strategies, including discounts and the organization of flash sales, which aim to increase consumer interest and purchase decisions. This study aims to analyze the influence of discounts and flash sales on online shopping behavior, especially impulse buying tendencies, value perceptions, and purchase decisions. Using a quantitative approach through surveys of active users of online shopping platforms, the study found that discounts have a significant influence on shaping value perceptions and driving purchase intent. Meanwhile, flash sales have been shown to be more powerful in triggering impulse buying behavior due to their limited nature of time and quantity. The combination of these two strategies simultaneously increases the urgency of purchases and reduces the rational considerations of consumers. These findings suggest that urgency-based marketing tactics and economic value play an important role in shaping online shopping behavior and can be the basis for developing more effective e-commerce promotion strategies.