How the time-scarcity feature of live-streaming e-commerce affects impulsive buying直播电商的时间性稀缺特征如何影响冲动购买

ABSTRACTABSTRACTLive-streaming e-commerce(LSE) features limited-time resources and usually only lasts for a few hours. Drawing on psychological reactance theory, this study investigates the effects of time scarcity on consumers' impulsive buying behavior by identifying perceived urgency as the underlying mechanism and examining the moderating role of product types. We conducted two scenario-based experiments to test the research framework. The results demonstrate that time scarcity increases impulsive buying and perceived urgency. Furthermore, the effect of time scarcity on perceived urgency depends on product types, but the effect of time scarcity on impulsive buying is independent of product types. In addition, perceived urgency mediates the effect of time scarcity on impulsive buying of utilitarian products. Our findings provide anchors with evidence on how to leverage the time scarcity feature of LSE to stimulate impulsive buying.摘要直播电商具有时间资源稀缺的特征,通常只持续几个小时时间。根据心理抗拒理论,本研究考虑感知急迫作为中介变量,并将产品类型作为调节变量来探究直播电商的时间性稀缺特征对冲动购买的影响。本研究通过两个情景实验对提出的假设进行检验。结果显示,时间性稀缺增加消费者的冲动购买和感知急迫,但产品类型却只调节时间性稀缺对感知急迫的影响。此外,感知急迫中介时间性稀缺对功利产品冲动购买的影响。本研究为主播利用直播电商的时间性稀缺特征来刺激消费者冲动购买提供了指导。KEYWORDS: Live-streaming e-commerceimpulsive buyingtime scarcityproduct typepsychological reactance theory关键词: 直播电商; 冲动购买; 时间性稀缺; 产品类型; 心理抗拒理论 Disclosure statementNo potential conflict of interest was reported by the author(s).