Moderating effects of time pressure on the relationship between perceived value and purchase intention in social E-commerce sales promotion: Considering the impact of product involvement

Abstract How does customer perceived value influence purchase intention in online flash sales on social e-commerce platforms? This study investigates the role of time pressure and product involvement in the relationship between perceived value and purchase intention. Drawing on survey data from wjx.com in China, we found that perceived value is positively related to purchase intention, whereas time pressure negatively moderates the effect of emotional/social value on purchase intention. The three-way interaction among time pressure, perceived functional/emotional/social value, and product involvement was also statistically significant. We discuss the theoretical and practical implications of these results.