Examines factors affecting online purchase intention in flash sales, highlighting the role of FOMO and platform features.
Key Points
The study aims to explore factors that influence consumers' immediate online purchase intentions during flash sales on e-commerce platforms in Vietnam.
Employed Task–Technology Fit theory and FOMO concept as a framework.
Analyzed data from 396 online consumers in Vietnam using SPSS 26.
Examined five factors influencing purchase intentions: flash sales, platform features, sales processes, FOMO, and perceived risk.
Four factors—flash sales, platform features, platform sales processes, and FOMO—significantly increase online purchase intentions.
Flash sales have the strongest positive influence on immediate purchasing decisions.
Perceived risk negatively impacts purchase intention during flash sales.