The influence mechanism of scarcity promotion on consumers’ future-oriented emotions and impulse buying intention

Purpose This study examines how scarcity promotions (limited-time vs. limited-quantity) in live streaming commerce shape consumers’ future-oriented emotions (hope, fear, anticipated rejoice/regret) and impulse buying intention. While existing studies focus on traditional marketing, little is known about how these strategies uniquely drive emotional and behavioral responses in live-streaming contexts. Design/methodology/approach This paper adopts the method of scenario-based experiment and questionnaire, and analyzes the data with SPSS. Findings This study finds that limited-quantity promotion induces more powerful future-oriented emotions than limited-time promotion, and future-oriented emotions played an intermediary role in the impact of scarcity promotion on consumers’ impulse buying, and the impact of scarcity promotion on consumers’ future-oriented emotions is moderated by the regulatory focus. Research limitations/implications The research results not only enrich the relevant theoretical basis, but also assist the relevant practitioners in the live broadcasting industry to understand the process and influencing factors of consumers’ impulse buying decisions, fully grasp the advantages of live broadcasting with goods and seize the handle to solve the problem, thereby promoting sales. Originality/value This study examines affective induction mechanisms through the theoretical lens of future-oriented emotions, investigating consumers’ emotional responses to live stream shopping promotions under scarcity promotion and their subsequent formation of prospective psychological appraisals regarding future events.