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02503nab a22002297a 4500 |
| 003 - CONTROL NUMBER IDENTIFIER |
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CITU |
| 005 - DATE AND TIME OF LATEST TRANSACTION |
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20260729112619.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
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260511c2026 |||p| |||| 00| 0eng d |
| 100 1# - MAIN ENTRY--PERSONAL NAME |
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| Preferred name for the person |
Aquino, Joannah Marie R. |
| Relator term |
author. |
| 245 14 - TITLE STATEMENT |
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| Title |
The interplay of flash sale exposure, budget disruption, and impulsive buying in digital marketplaces. |
| 264 #4 - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
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| Date of publication, distribution, etc |
2026 |
| 520 ## - SUMMARY, ETC. |
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| Summary, etc |
Flash sales are widely used in digital marketplaces to stimulate purchases through urgency and scarcity cues. While these tactics effectively drive impulsive buying, their impact on consumer budget discipline remains unclear. This study investigates the interplay between flash sale exposure, impulsive buying. and budget disruption among college students—a demographic highly engaged in online shopping. A quantitative descriptive-correlational design was employed, surveying 388 students from Cebu City universities using a structured questionnaire. The instrument measured exposure to flash sale stimuli (timers, scarcity warnings, notifications, social media), impulsive buying tendencies, and budget disruption. Reliability coefficients ranged from 0.6925 to 0.7065. Data were analyzed using descriptive statistics and multiple regression. Respondents reported high exposure to flash sale cues (M = 3.34, Strongly Agree) and moderate impulsive buying tendencies (M = 3.14, Agree), but disagreed that flash sales significantly disrupted their budgets (M = 1.95). Regression analysis revealed that exposure strongly predicted impulsive buying (β = 0.8030, p < .001, R² = .575) and negatively affected budget stability (β = -0.7810, p < .001, R² = .514). When combined, exposure increased impulsive buying, while budget disruption reduced it (R² = .755). Flash sale stimuli effectively trigger impulsive purchases without substantially undermining financial discipline, suggesting consumers maintain budgetary control despite promotional pressure. Businesses should balance profitability with ethical responsibility, while consumer education and financial literacy remain essential to mitigate risks. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
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| Topical term or geographic name as entry element |
Impulse buying. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
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| Topical term or geographic name as entry element |
Electronic commerce. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
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| Topical term or geographic name as entry element |
Consumer behavior. |
| 700 1# - ADDED ENTRY--PERSONAL NAME |
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| Personal name |
Catalan, Anne Reina Maurene A. |
| Relator term |
author. |
| 700 1# - ADDED ENTRY--PERSONAL NAME |
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| Personal name |
Deniega, Jeremiah A. |
| Relator term |
author. |
| 700 1# - ADDED ENTRY--PERSONAL NAME |
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| Personal name |
Garado, Michael Clyde M. |
| Relator term |
author. |
| 700 1# - ADDED ENTRY--PERSONAL NAME |
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| Personal name |
Vertical, Calvin Kurt L. |
| Relator term |
author. |
| 773 ## - HOST ITEM ENTRY |
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| Relationship information |
Volume 1, Issue 1 (February 2026), pages 154-167. |
| Title |
Semestral Research Compendium |
| 942 ## - ADDED ENTRY ELEMENTS |
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| Source of classification or shelving scheme |
|
| Item type |
JOURNAL ARTICLE |