Sun Binbin, Zhang Yu, Zheng Li
Business School, Qingdao University, Qingdao, Shandong, 266061, China.
Heliyon. 2023 Dec 3;9(12):e23185. doi: 10.1016/j.heliyon.2023.e23185. eCollection 2023 Dec.
Live-streaming e-commerce has become one of the mainstream marketing scenarios, attracting the attention of consumers and the academic community. In live-streaming e-commerce, retailers often use limited-time sales to induce a sense of urgency, prompting consumers to make impromptu purchase decisions. However, existing studies show contradictory results regarding the effectiveness and underlying mechanism of this marketing method. This study empirically investigates the relationship between time pressure and impulsive buying, including affective and cognitive aspects, using the Stimulus-Organism-Response (SOR) and Schachter-Singer (SST) theories. The results suggest that time pressure has a positive relationship with impulsive buying, with an affective rather than cognitive focus. Moreover, the relationship between time pressure and affective (vs. cognitive) impulsive buying is mediated by perceived value. Positive emotions positively moderate, while negative emotions negatively moderate, the relationship between time pressure and affective impulsive buying. This study enhances the understanding of how consumers make purchase decisions under time pressure in live e-commerce scenarios.
直播电商已成为主流营销场景之一，吸引了消费者和学术界的关注。在直播电商中，零售商经常采用限时销售来营造紧迫感，促使消费者做出即兴购买决策。然而，现有研究对于这种营销方式的有效性和潜在机制呈现出相互矛盾的结果。本研究运用刺激-机体-反应（SOR）理论和沙赫特-辛格（SST）理论，实证研究了时间压力与冲动购买之间的关系，包括情感和认知方面。结果表明，时间压力与冲动购买呈正相关，且更侧重于情感而非认知。此外，时间压力与情感（而非认知）冲动购买之间的关系由感知价值介导。积极情绪对时间压力与情感冲动购买之间的关系起正向调节作用，而消极情绪则起负向调节作用。本研究增进了对消费者在直播电商场景下如何在时间压力下做出购买决策的理解。
