Investigating consumers’impulsive purchase behavior driven by the impact of scarcity on fomo and competitive arousal during online flash sale

Abstract

Utilizing cutting-edge technologies to influence consumer purchasing decisions is a growing trend for brands and retailers. One of the most widely employed marketing techniques by e-commerce sellers is Flash Sale, in which there is a scarcity in product quantity and consumers have to decide in a limited time frame. Many previous studies have pointed out that Fear of Missing Out (popularly referred to as FOMO) and Competitive Arousal are driving factors for impulse buying behavior, but not in the specific context of Flash Sale. Using the quantitative research method, this study investigates the interaction between FOMO, Competitive Arousal, Limited Quantity Scarcity and Limited Time Scarcity during Flash Sales as well as Consumer Impulsive Purchase, summarized in an S-O-R model. The research has collected a total of 240 participants in Ho Chi Minh City who had experienced shopping in a Flash Sale on E-commerce platforms. This finding expands on previous research and provides a unique perspective on the role of scarcity in consumer decision-making. The study examines the impact of scarcity messages on consumer behavior during online Flash Sales; these messages trigger consumers' Competitive Arousal and Fear of Missing Out, both of which encourage impulsive buying.