Impact of Time Scarcity Marketing Promotions in Online Retail on Consumers Purchase Decision

Abstract

This research paper investigates the impact of time scarcity marketing promotions in online retail on consumers' purchase decisions. A quantitative method was employed, utilizing an online questionnaire administered to a sample of 260 online buyers. The study explores the perception of online buyers regarding the influence of time-limited offers, countdown timers, and other time scarcity marketing tactics on their purchase behaviour. Findings reveal that time scarcity marketing promotions significantly influence consumers' purchase decisions, creating a sense of urgency and motivating impulsive purchases. However, respondents also perceive limitations in these promotions, such as feeling pressured to make a purchase and finding time-limited offers too restrictive. The study contributes to the understanding of the effects of time scarcity marketing in online retail and provides insights for online merchants to enhance their promotional strategies effectively. Keywords: time scarcity marketing, online retail, purchase decisions, impulsive buying behaviour, online shoppers, limitations, urgency, promotional strategies.