Publication Date: 2023/12/18
Abstract: This study examines how flash sales, conspicuous spending, and user-generated content affect impulsive purchases in e-commerce, using pay later as a moderation variable. This kind of research uses an associative-causal methodology and is quantitative in nature. The study's population consists of an unidentified number of Indonesians who regularly purchase online. In this study, 100 participants served as samples. Non- probability sampling was the method employed for sampling in this investigation. Using SMART PLS 4.0 software, a Structural Equation Model (SEM) technique based on partial Least Square (PLS) was applied for data analysis in this study. The results prove that (1) User- generated content has a significant effect on impulsive buying. (2) Conspicuous consumption has no significant effect on impulsive buying. (3) Flash sales have a significant effect on impulsive buying. (4) Pay later does not strengthen the influence of user-generated content on impulsive buying. (5) Pay later strengthens the influence of conspicuous consumption on impulsive buying. (6) Pay later strengthens the influence of flash sales on impulsive buying.
Keywords: Consumer Behavior, Impulse Buying, User- Generated Content, Conspicuous Consumption, Flash Sale, Pay Later.
DOI: https://doi.org/10.5281/zenodo.10401393
PDF: https://ijirst.demo4.arinfotech.co/assets/upload/files/IJISRT23DEC658.pdf
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