“Effectiveness of Flash Sales in Enhancing Online Shopping Frequency”

Abstract

This study examines the effectiveness of flash sales in enhancing online shopping frequency among consumers. Flash sales, characterized by limited-time offers with significant discounts, have become a key promotional strategy for e-commerce platforms. This research investigates the influence of urgency, discount depth, frequency of flash sales, and consumer satisfaction on online shopping behaviour. Data was collected from 870 online shoppers across Coimbatore, revealing that urgency and discount depth significantly influence shopping frequency. Moreover, satisfaction with past flash sale experiences positively correlates with increased participation in future events. The findings provide insights for e-commerce marketers to optimize flash sale strategies and enhance customer retention.