Unveiling the Psychology of Flash Sales: The Impact of Personality Traits on Consumer Behavior
DOI:
https://doi.org/10.51325/ejbti.v3i2.190Keywords:
Flash Sales, Personality Traits, Consumer Behavior, Big Five, Online Shopping, Sustainable Consumption (SDG 12).Abstract
Flash sales, characterized by time-limited promotions and exclusive deals, have become a prominent feature of online retail. This study aims to investigate the impact of the Big Five personality traits—extraversion, conscientiousness, openness, neuroticism, and agreeableness—on consumer behavior regarding flash sales in the retail sector. In the e-commerce era, flash sales hold an inevitable place in online shopping. The study examined information from 350 respondents to reveal intricate relationships among the Big Five personality traits and involvement in flash sales. The research results indicate that extraversion positively correlates with participation in flash sales, as sociable individuals engage more actively with time-sensitive promotions. Consumer behavior displays complex patterns because conscientiousness, openness, and agreeableness influence customers differently, in addition to extraversion. The findings of this research provide strategic market recommendations for e-commerce developers and policymakers that promote ethical marketing combined with responsible consumption in line with SDG 12.
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