Influence of E-Commerce Flash Sales on Impulsive Buying Among Youth

Anish Thomas; Divya Joseph; Marvin Sabu; E.P Keerthana

doi:10.34293/commerce.v14i3.9794

Anish Thomas Associate Professor of Commerce Deva Matha College, Kuravilangad, Kottayam (Dt.), Kerala https://orcid.org/0009-0002-5958-4015
Divya Joseph Assistant Professor of Commerce, Kuriakose Elias College, Mannanam, Kerala
Marvin Sabu Assistant Professor of Commerce, St. Xavier’s College Vaikom, Kothavara, Kerala
E.P Keerthana M.Com. Scholar, Deva Matha College, Kuravilangad, Kottayam (Dt.), Kerala

DOI: https://doi.org/10.34293/commerce.v14i3.9794

Keywords: Flash sales, Impulsive buying, Youth consumers, Post-purchase dissonance, E-commerce, Consumer behaviour

Abstract

The rapid growth of e-commerce in India has increased the use of flash sales as a promotional strategy, often triggering impulsive purchases among young consumers. Although impulsive buying has been widely studied, limited research has examined the impact of flash sales on youth in semi-urban Indian contexts and the resulting post-purchase dissonance (PPD). This study investigates the influence of e-commerce flash sales on impulsive buying behavior among youth and its effect on post-purchase dissonance. Using primary data collected from 90 respondents aged 18–30 years in Vaikom Municipality, Kerala, the study applies
non-parametric tests, regression analysis and ranking techniques. The findings reveal that income significantly influences impulsive buying, whereas gender differences are insignificant. Impulsive buying during flash sales
significantly increases post-purchase dissonance. This study extends consumer behavior theory by linking flash sale urgency with post-purchase cognitive responses and offers practical insights for responsible e-commerce promotion strategies.