Exploring Consumer Purchase Intention in e-Commerce Flash Sale: Can Satisfaction and Trust Enhance the Behavior?

The rapid growth of the Internet has created various business opportunities, such as ecommerce.One of the marketing strategies implemented by e-commerce is flash sales.With the rise of the online shopping lifestyle and the flash sale phenomenon in e-commerce, the author is interested in researching the factors that influence e-commerce users' purchase intentions in flash sales.This quantitative research collected data with an online questionnaire by probability sampling.A total of 320 valid responses were collected.The data was analyzed using PLS-SEM analysis.The results showed that service quality has a significant and positive effect on satisfaction, service quality has a significant and positive outcome on trust, satisfaction has a significant and positive outcome on purchase intention, trust has a significant and positive effect on purchase intention, service quality has no significant outcome on purchase intention, information quality has no significant outcome on purchase intention, and perceived risk has a significant and positive effect on purchase intention.When mediated by satisfaction and trust, service quality has a positive and significant outcome on purchase intention.In conclusion, e-commerce sellers are recommended to improve their service quality to increase consumer's purchase intention.