English (United Kingdom)

https://curated-unify.zendy.io/wp-json/zendy-region/v1/featured_content/oa?rat=en

https://curated-unify.zendy.io/wp-json/zendy-region/v1/highlighted_journal/

Global: Zendy Plus annual

Presents the access of premium content as premium feature

Premium Content

Presents the keyphrase highlighting as premium feature

Keyphrase Highlighting

Presents the summarisation as premium feature

Summarisation

Insights

Presents the pdf analysis as premium feature

PDF Analysis

Presents the zaia usage as premium feature

ZAIA

Global: Zendy Tools annual

Global: Zendy Free Plan

Global: Zendy Tools monthly

Global: Zendy Plus monthly

Live-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.

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