The effect of scarcity marketing on online impulse buying behaviour: the mediating role of perceived value

In the live e-commerce environment, leveraging the scarcity of goods to stimulate consumers' impulse purchases has become a common marketing strategy to create a sense of exclusivity and urgency among consumers. This study examines the impact of two dimensions of scarcity: Limited-Time and Limited-Quantity on consumers' impulse buying behaviour. A quantitative research method was employed, with data collected through an online survey conducted via Questionnaire Star. The survey targeted Douyin, Kuaishou, and Taobao live-stream viewers aged 18 to 34, residing in selected regions of China. This study adapted and modified existing measurement items and analysed the data using SmartPLS 4.0. The findings indicate that only time-limited scarcity positively influences perceived value, which in turn affects online impulse buying behaviour. Limited-Time appears to stimulate the psychological urgency or emotional arousal necessary for impulse purchases more effectively than Limited-Quantity. This study offers valuable insights for e-commerce practitioners and scholars seeking to understand consumers' psychological decision-making processes, particularly within live-streaming platforms.