Would you snap up the deal? A study of consumer behaviour under flash sales

Flash sales refer to an emerging e-commerce practice in which a firm offers one or more products/service at a substantial discount within limited time.

Would you snap up the deal? A study of consumer behaviour under flash sales

Savannah Wei Shi

Santa Clara University

Ming Chen

California State University, Long Beach

Introduction

Flash sales refer to a type of business model in which firms (mainly internet based) offer one or more products/services at a substantial discount for a limited period of time. Sometimes this is also called ‘deal of the day’, or ‘daily deal’, as the sales period may last for only one day. The deal typically ends at a pre-announced time or when all items are sold out, whichever comes first. Aside from...

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