How do flash sales on Shopee and Lazada influence the spending habits of senior high school students?
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Flash Sales on Shopee and Lazada: Impact on Student Spending Habits
Flash Sales and Impulse Buying Behavior Among Students
Flash sales on Shopee and Lazada are designed to create urgency and encourage quick purchasing decisions, often leading to impulsive buying among students. Multiple studies show that flash sales significantly increase the likelihood of students making unplanned purchases, as the limited-time offers and discounts trigger emotional responses such as the fear of missing out (FoMO) and hedonistic shopping motivations Rohman2023Juwita2022Aziz2025+2 MORE. This impulsive buying behavior is especially pronounced during major promotional events, where students are more likely to buy items they do not necessarily need, simply because of the perceived value and urgency Aziz2025Damayanti2024.
Influence on Financial Spending Patterns
Flash sales have a direct positive impact on students' financial spending patterns, often leading to increased and sometimes uncontrolled spending. Research indicates that students who participate in flash sales tend to spend more, as the promotions make it harder to resist buying, even if the purchases are not planned Yuniar2025Rohman2023Juwita2022+2 MORE. However, one study found that while flash sales do increase spending, the effect is somewhat weakened if students already have a strong tendency toward impulsive buying, suggesting that those who are already impulsive shoppers are less influenced by additional flash sale promotions .
Consumptive Behavior and Overspending
The combination of flash sales, free shipping, and other promotions on Shopee and Lazada contributes to more frequent shopping and a rise in consumptive behavior among students Rugu2024Rohman2023Fatoni2022+3 MORE. This means students are not only buying more often but are also at risk of overspending, sometimes beyond their means. The ease of access to these platforms, coupled with attractive deals and social media influence, further amplifies this trend, making it challenging for students to manage their finances wisely Rugu2024Rohman2023Fatoni2022+3 MORE.
The Role of Promotions and Platform Features
Promotions such as flash sales, free shipping, and cash-on-delivery (COD) options are key drivers of increased spending and consumptive behavior among students Rugu2024Rohman2023Fatoni2022+3 MORE. While some studies found that flash sales alone may not always have a significant effect on consumptive behavior, when combined with other promotions, the overall impact on spending is substantial Rugu2024Fatoni2022. The quality of the e-commerce platform, including user experience and ease of use, also plays a role in encouraging impulse purchases .
Recommendations for Financial Awareness
Given the strong influence of flash sales and related promotions on student spending habits, there is a need for greater financial education and awareness. Some studies recommend that e-commerce platforms like Shopee and Lazada provide educational resources on financial management, and that educators help students understand the risks of impulsive and consumptive buying . This can help students make more informed decisions and avoid unnecessary financial strain.
Conclusion
Flash sales on Shopee and Lazada significantly influence the spending habits of senior high school students by increasing impulsive buying and consumptive behavior. The combination of time-limited offers, attractive promotions, and easy access to online shopping platforms leads to more frequent and sometimes excessive spending. To mitigate these effects, increased financial literacy and awareness are essential for students to manage their spending habits responsibly.
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The Effect of Free Shipping, Flash Sale, and COD on the Shopee Application on Student Consumptive Behavior
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Flash sales and live streaming significantly influence impulsive buying and purchase intention, with impulsive buying significantly affecting purchase intention on Shopee e-commerce users.
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