The development of social media and online marketplaces has changed the way people purchase second-hand products, particularly clothing. Thrifting is no longer simply associated with finding affordable goods. For many consumers, especially younger generations, second-hand clothing from well-known brands has also become part of a lifestyle, a form of self-expression, and a way to access quality products at more affordable prices.
In the digital environment, the shopping process has become increasingly fast-paced. Consumer interactions in Facebook groups can take place directly through product posts, comments, and competition to become the first buyer. When this social interaction is connected to fast transaction systems through marketplaces such as Shopee, consumers may be encouraged to make decisions without extensive consideration.
This situation became the focus of Fachry Yuda Pratama, Novita Rifaul Kirom, and Mohammad Dullah. The researchers examined two major factors believed to trigger spontaneous purchasing: price discounts and the appeal of branded products.
Price Discounts Have the Strongest Influence
The analysis showed that price discounts have a positive and significant effect on impulsive buying behavior.
The price discount variable recorded a regression coefficient of 0.986, a t-value of 7.586, and a significance level of 0.000. These figures indicate that the more attractive the discount offered by sellers, the greater the tendency for consumers to make purchases without prior planning.
Among the two factors examined in the study, price discounts emerged as the most dominant factor.
Special price offers can create the perception that consumers are receiving a valuable opportunity. When discounts are combined with time limits, limited product availability, or competition with other buyers, the urge to make an immediate purchase can become even stronger.
In online thrifting communities, this situation often occurs when sellers offer products through social media posts and buyers compete to respond first. Consumers may feel that delaying a decision means losing the opportunity to obtain a product at a lower price.
This phenomenon is consistent with the concept of impulsive buying, which describes purchasing decisions as spontaneous actions that are often influenced by emotional impulses.
Branded Products Also Encourage Spontaneous Purchases
In addition to discounts, the study found that branded products also have a positive and significant influence on impulsive buying behavior.
The branded product variable recorded a regression coefficient of 0.310, a t-value of 2.631, and a significance level of 0.010.
The findings indicate that the presence of brands recognized by consumers can increase the urge to make spontaneous purchases.
The appeal of branded products in the thrifting market is not limited to the brand name itself. Consumers may also associate particular brands with material quality, durability, prestige, and social value.
In the second-hand clothing market, branded products are often perceived as having greater value than products without a strong brand identity. Consumers may feel that they are gaining an opportunity to own products that would otherwise be difficult to afford if purchased new.
Product scarcity can also strengthen spontaneous decisions. Many thrift products are available in only one size and one unit. This condition can create a fear of missing out, especially when several potential buyers show interest in the same product.
Discounts and Brand Appeal Explain 74 Percent of Impulsive Buying
When both factors were analyzed simultaneously, the study found a highly significant influence on impulsive buying behavior.
The simultaneous test produced an F-value of 143.559 with a significance level of 0.000. Meanwhile, the coefficient of determination, or R Square, reached 0.740.
This means that the combination of price discounts and branded products can explain approximately 74 percent of the variation in respondents’ impulsive buying behavior.
The remaining 26 percent may be influenced by other factors not included in the research model. These may include the quality of product displays, interactions between sellers and consumers, live shopping activities, consumer trust, product scarcity, and buyers’ financial capacity.
The findings show that spontaneous purchasing decisions in digital commerce are not simply a matter of lower prices. Consumers also consider the value attached to a product, including its image and brand reputation.
Important Insights for Thrifting Businesses and Sellers
For second-hand fashion businesses, the findings provide insights into strategies that may increase consumer responses.
Clear and time-limited discounts can create a sense of urgency. However, promotional appeal may become even stronger when sellers are also able to communicate the value of their products convincingly.
Photos of brand labels, product condition, material quality, size, and transparent pricing can help consumers understand the value of the items being offered. In the social e-commerce environment, fast communication and attractive visual presentation may also increase consumer attention.
However, these strategies also have implications for consumers. Impulsive buying can lead people to purchase products they do not actually need. Consumers therefore need to continue considering their needs, financial conditions, and the benefits of a product before completing a transaction.
The study shows that the development of social e-commerce has created an increasingly dynamic shopping environment. Social interaction, competition among buyers, limited promotions, and brand appeal can work together to shape consumer decisions.
Future Research Can Examine TikTok Shop and Shopee Live
The authors noted that the study still has limitations because it examined only two main factors: price discounts and branded products.
Future research may include other factors such as service quality, consumer trust, live streaming features, product scarcity, and digital payment methods such as paylater services.
The research scope could also be expanded to other digital commerce platforms, including TikTok Shop and Shopee Live. Such research would be important for understanding changes in consumer behavior across an increasingly diverse digital shopping ecosystem.
Overall, the study by Fachry Yuda Pratama, Novita Rifaul Kirom, and Mohammad Dullah shows that lower prices and brand appeal form a powerful combination in encouraging spontaneous purchases in the online thrifting market. Among the two factors, price discounts have the strongest influence.
Brief Author Profiles
Fachry Yuda Pratama is one of the authors of this study. Information regarding academic qualifications, university affiliation, and field of expertise was not included in the available manuscript.
Novita Rifaul Kirom is the second author of the study. The available manuscript does not provide detailed information regarding academic qualifications, university affiliation, or field of expertise.
Mohammad Dullah is the third author and the corresponding author of the study. Information regarding academic qualifications, university affiliation, and field of expertise was not available in the manuscript provided.
Research Source
Article Title: The Effect of Price Discounts and Branded Products on Impulsive Buying Behavior in the Thrifting Community in Social E-Commerce: A Study on Sales in Facebook Groups and Shopee in 2026
Authors: Fachry Yuda Pratama, Novita Rifaul Kirom, and Mohammad Dullah
Year: 2026
Manuscript Status: Accepted on August 23, 2026
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