A Literature Study on the Influence of Flash Sales on Impulse Buying with Positive Emotions as a Mediator Among Shopee Application Users

Abstract

This study examines literature discussing the influence of flash sales on impulsive buying behavior with positive emotions as a mediating variable, specifically among Shopee application users from a consumer psychology perspective. Through a review of various academic sources, it was found that flash sale marketing strategies consistently prove effective in increasing consumers' tendency to make spontaneous purchases. This occurs because flash sales present a combination of urgency, limited time, and perceived economic benefits that encourage consumers to act quickly without deep rational consideration. Positive emotions play an important role as a mediator in this relationship. The increased intensity of flash sales has been shown to trigger positive emotional responses such as excitement, enthusiasm, and satisfaction from obtaining products at lower prices. These emotional states subsequently weaken consumers' self-control, making impulsive purchasing decisions more likely to occur. Referring to the Stimulus-Organism-Response (SOR) model, the findings of this literature review emphasize that flash sales as a stimulus can influence the organism, in the form of consumers' psychological states, which ultimately produce a response manifested in impulsive buying behavior. The practical implications of this review indicate that companies need to design promotional strategies that not only focus on offering large discounts but also consider consumers' emotional experiences. The use of appealing visual elements, interfaces that evoke positive feelings, and interactive promotional mechanisms can enhance the effectiveness of digital marketing campaigns while creating more sustainable consumer engagement.