Although it is fun for people to spend money to indulge themselves, hyperopic consumers usually regret purchases because they think shopping for pleasure is not a very good action. Hyperopic consumers are very common nowadays due to supporting factors of economic difficulties, individual mindsets, or influences from the surrounding environment. This hyperopic character who is reluctant to make purchases is not profitable for the seller. Sellers are looking for ways to suppress hyperopia characters through various programs, one of which is Online Flash Sale (OFS) which offers goods at attractive prices. However, even though OFS offers a variety of attractive benefits, it does not necessarily cause hyperopic consumers to be enthusiastic about participating in the OFS program.

The hyperopia character of consumers who have many considerations before making a purchase is also caused by many factors, both internal and external. The driving factors that underlie individual decisions to participate in a program are nicely explained through the Attribution Theory. Attribution theory is the cognitive mechanism through which casual judgment is formed. Specifically, this study applies the derivation of Attribution Theory namely the concept of Locus of Control (LOC) where the concept of locus of control has been widely used to explain the inhibiting factors in participation. Our study breaks down attribution theory into two components of moderation: internal LOC for disabilities arising from the internal self and external LOC for problems generated by the retailer/ company.

This condition leads this research to analyze how hyperopic consumers view perceived price value, and its relationship to purchase intention. Through quantitative research methods, this study distributed questionnaires to a number of populations in Indonesia to analyze research objectives. Analysis of hypotheses was performed using Partial Least Square (PLS).

This study shows that hyperopic consumers' purchase intentions change when faced with attractive price offers in online flash sales (OFS). In the OFS program, this study finds that consumers' perceived price value increases product purchase intensity, while external and internal LOC reduce the relationship between consumer perceived price value and purchase intention in online flash sale programs. These findings provide new thinking about the characteristics of hyperopic consumers. Furthermore, by leveraging these efforts, e-tailers have to take precautions during the OFS program to avoid external difficulties by developing a robust e-commerce system.

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