Impact of Flash Sale on Impulse Buying on E-Commerce Platforms of Gen Z Consumers in Vietnam

The study aims to examine the impact of Flash Sale programs on impulse buying behavior on E-commerce platforms of Gen Z consumers across the nation. The research was conducted with a sample of 453 Gen Z consumers who have made purchases on E-commerce platforms. SEM model was used to analyze collected data. The results indicate that Attitude towards Flash Sale programs, Arousal, and Pleasure all have positive effects on Impulse Buying. Perishability and Limited quantity scarcity positively influence Attitude towards Flash Sale. Limited time scarcity positively affects Arousal. Information, Visuality, Entertainment, and Economic Benefits positively influence both Arousal and Pleasure. The findings of the study can assist E-commerce platforms in developing Flash Sale programs to increase consumer impulse buying behavior, thereby significantly contributing to sales revenue.