Persuasive triggers and psychological pathways: Unplanned purchase behavior in live-streaming blind box commerce

Unplanned purchasing is increasingly embedded in digital experiences in which consumers encounter commercial opportunities without a prior intention to shop. This study examines how such opportunities become valued and actionable in live-streaming blind-box commerce. Using survey data from 231 Chinese consumers with experience purchasing blind boxes through livestreams, we test a process model linking scarcity messages, time pressure, economic benefits, and fear of missing out (FOMO) with perceived value, emotional and cognitive self-efficacy, and unplanned purchase behavior (UPB). All four conditions were positively associated with perceived value, which was positively associated with both forms of self-efficacy; emotional and cognitive self-efficacy were, in turn, positively associated with UPB. Streamer persuasiveness strengthened the relationships between all four antecedent conditions and perceived value. The findings show that an unplanned purchase need not arise simply from impulsive responding. Consumers may encounter an unexpected opportunity, judge it to be worthwhile, and feel capable of acting even when the purchase was not previously planned. The study extends research on livestream commerce by explaining how persuasive conditions relate to value appraisal and perceived capability, providing a process-based account of UPB in an uncertain and interactive retail setting. For practitioners, the findings highlight the importance of combining persuasive communication with clear and transparent presentation of purchase conditions.