Can time pressure promote consumers' impulse buying in live streaming E-commerce? Moderating effect of product type and consumer regulatory focus

Kong, Dong; Zhan, Shujing; Zhu, Yanxiao

doi:10.1007/s10660-023-09788-0

Electron Commer Res

2023

DOI: 10.1007/s10660-023-09788-0

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Can time pressure promote consumers' impulse buying in live streaming E-commerce? Moderating effect of product type and consumer regulatory focus

Dong Kong,

Shujing Zhan,

Yanxiao Zhu

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2024

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Cited by 2 publications

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Game on: curbing impulse buying and returns in apparel e-tailers

Tobon,

Abril

2024

Rev Manag Sci

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Game on: curbing impulse buying and returns in apparel e-tailers

Tobon,

Abril

2024

Rev Manag Sci

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The persuasive effects of scarcity messages on impulsive buying in live-streaming e-commerce: the moderating role of time scarcity

Hao,

Huang

2024

APJML

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PurposeLive-streaming e-commerce (LSE) allows anchors to bring offline promotion skills to interact with consumers and persuade them to buy. However, how consumers respond to these communications remains unknown. This study examines the persuasive effect of different scarcity marketing messages on impulsive buying in the LSE context.Design/methodology/approachThis study adopts scenario-based experimental methods and conducts two 2 quantity-based scarcity (supply-framed vs demand-framed)*2 time-based scarcity appeals (high vs low) between-subjects experiments to test the hypotheses.FindingsThe results indicate that supply-framed appeals are more effective in provoking consumers’ arousal and impulsive buying, but are moderated by time scarcity. Furthermore, emotional arousal only mediates the effects of quantity-based scarcity appeals on impulsive buying under high-level time scarcity conditions.Originality/valueThis study contributes to the e-commerce literature by comparing the persuasive effect of different scarcity messages in the LSE context. We broaden the scarcity marketing literature by testing the combined effect of quantity-based and time-based scarcity appeals. Finally, this study extends the application of the competitive arousal model.

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Can time pressure promote consumers' impulse buying in live streaming E-commerce? Moderating effect of product type and consumer regulatory focus

Cited by 2 publications

References 52 publications

Game on: curbing impulse buying and returns in apparel e-tailers

Game on: curbing impulse buying and returns in apparel e-tailers

The persuasive effects of scarcity messages on impulsive buying in live-streaming e-commerce: the moderating role of time scarcity

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