The Effect of Flash Sales, Shopee Live, and Double Date Promotions on the Impulsive Buying Behavior of Shopee Users

Abstract

The rapid development of digital technology has prompted e-commerce platforms like Shopee to innovate their marketing strategies, introducing features like Flash Sale and Shopee Live. These strategies are believed to trigger impulsive purchasing behavior, particularly among young, active e-commerce users. This study aims to examine the influence of Flash Sale and Shopee Live on impulsive purchasing behavior and to explore the role of twin-date promotions as a supporting factor. The study uses a qualitative systematic literature review (SLR) approach with 17 articles from reputable sources. The results of the analysis indicate that Flash Sale and Shopee Live positively and significantly influence purchase interest and impulsive buying, and that twin-date promotions further enhance the appeal of promotions. The study also identifies relevant theories, such as the S-O-R model, the uses and gratification theory, and the trust theory, which explain the relationship between digital stimuli and consumer purchasing responses. These findings are expected to contribute to the academic understanding of, and practical marketing strategies for, the e-commerce industry.