The impact of scarcity promotions in live streaming e-commerce on purchase intention: the mediating effect of emotional experience

Abstract

Purpose This article investigates the impact mechanism of scarcity promotions in live streaming e-commerce on consumer purchase intention in the context of urban-rural and male-female divides in China, with emotional experience as the mediating variable. Design/methodology/approach A total of 687 online questionnaires are collected, and the model is empirically analyzed by partial least squares structural equation model. Findings Scarcity promotions in live streaming e-commerce positively influence purchase intention, with emotional experience mediating the impact. Furthermore, the influence of scarcity promotions in live streaming e-commerce on the emotional experience of urban residents is greater than that of rural residents. The effect of scarcity promotions on the purchase intention of urban residents is lower than that of rural residents. Scarcity promotions in live streaming e-commerce have a greater impact on the emotional experience of female consumers compared to male consumers. The influence of scarcity promotions on the purchase intention of female consumers is lower than that of male consumers. Originality/value This article extends the scarcity promotion theory to the context of live streaming e-commerce. Furthermore, it is the first to explore the mediating role of emotional experience in this process. Lastly, it is the first to investigate the moderating effects of urban-rural and male-female factors in this process.

Cite this work

No public copy is stored for this record, so only the metadata is cited.

Stored only when both papers are in the corpus — 10 citations exist upstream.

Papers that cite the same references — the relational fallback while embeddings are still backfilling.