Article: The role of scarcity cues and consumer attitudes in driving compulsive buying: an S-O-R analysis of flash sales in e-commerce Journal: International Journal of Electronic Marketing and Retailing (IJEMR) 2026 Vol.17 No.7 pp.1 - 28 Abstract: Limited offers in online shopping reduce decision time, constrain cognitive evaluation, and can trigger impulsive responses. This study examines how perceived limited-quantity scarcity (LQS) and perceived limited-time scarcity (LTS) operate as distinct stimuli in shaping consumers' attitudes toward flash sales (ATFS) within the stimulus-organism-response (S-O-R) framework, and how these processes translate into compulsive buying (CB). ATFS is modelled as a mediator, while hedonic online shopping value (HOSV) and utilitarian online shopping value (UOSV) are tested as moderators. Data from 489 online shoppers were analysed using structural-equation modelling. The results show that both LQS and LTS positively influence ATFS and CB, with ATFS partially mediating these relationships. While HOSV increases CB, UOSV decreases it; however, neither moderates the ATFS-CB relationship. By distinguishing between LQS and LTS and focusing on compulsive buying as a loss-of-control outcome, this study provides a more nuanced understanding of how high-pressure flash-sale environments shape consumer behaviour through both direct and attitudinal mechanisms. Inderscience Publishers - linking academia, business and industry through research

Title: The role of scarcity cues and consumer attitudes in driving compulsive buying: an S-O-R analysis of flash sales in e-commerce

Authors: Aslıhan Bekaroğlu Özatar; Aysun Varan

Addresses: Faculty of Business and Management, Logistics Management Department, Beykoz University, İstanbul, Turkey ' Faculty of Business and Management, Business Department, Beykoz University, İstanbul, Turkey

Abstract: Limited offers in online shopping reduce decision time, constrain cognitive evaluation, and can trigger impulsive responses. This study examines how perceived limited-quantity scarcity (LQS) and perceived limited-time scarcity (LTS) operate as distinct stimuli in shaping consumers' attitudes toward flash sales (ATFS) within the stimulus-organism-response (S-O-R) framework, and how these processes translate into compulsive buying (CB). ATFS is modelled as a mediator, while hedonic online shopping value (HOSV) and utilitarian online shopping value (UOSV) are tested as moderators. Data from 489 online shoppers were analysed using structural-equation modelling. The results show that both LQS and LTS positively influence ATFS and CB, with ATFS partially mediating these relationships. While HOSV increases CB, UOSV decreases it; however, neither moderates the ATFS-CB relationship. By distinguishing between LQS and LTS and focusing on compulsive buying as a loss-of-control outcome, this study provides a more nuanced understanding of how high-pressure flash-sale environments shape consumer behaviour through both direct and attitudinal mechanisms.

Keywords: flash sales; e-commerce; online retailing; compulsive buying; online consumer behaviour; quantity scarcity; time scarcity; S-O-R model; hedonic shopping value; utilitarian shopping value.

DOI: 10.1504/IJEMR.2026.154588

International Journal of Electronic Marketing and Retailing, 2026 Vol.17 No.7, pp.1 - 28

Received: 26 Feb 2026
Accepted: 19 May 2026
Published online: 06 Jul 2026 *

Title: The role of scarcity cues and consumer attitudes in driving compulsive buying: an S-O-R analysis of flash sales in e-commerce

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