How does consumers’ scarcity mentality in live-streaming influence impulse buying behavior? An empirical study from a competitive perspective

Purpose This study aims to explore how competitive stimuli in e-commerce live-streaming, specifically time pressure (TP) and social presence (SP), influence consumers’ perceived scarcity (PS) and desire for achievement (DFA), and how these psychological responses lead to impulse buying behavior. Addressing a research gap, the study introduces the concept of “scarcity mentality” in competitive purchasing environments and investigates how competitive and gamified strategies impact consumer decision-making. Design/methodology/approach Based on the S-O-R framework, this study conducted a scenario-based behavioral experiment involving 336 participants in simulated live-streaming conditions. Competitive stimuli (TP and SP) and product recommendation orders were manipulated across eight scenarios. Data were analyzed using structural equation modeling to test hypotheses regarding the influence of competitive stimuli on scarcity mentality (PS and DFA) and subsequent impulse buying behavior. Findings The results show that TP and SP significantly enhance consumers’ PS and DFA, both of which drive impulse buying behavior. Moreover, PS strengthens DFA, which in turn promotes impulsive purchasing. The study also found that product recommendation order moderates the effects of TP and SP on scarcity mentality, amplifying urgency and competitiveness when inferior products are shown first. Originality/value This research introduces scarcity mentality, comprised of PS and DFA, in the context of competitive live-streaming. It expands the S-O-R model by incorporating competitive stimuli, providing a nuanced understanding of consumer impulse behavior. The findings offer actionable insights for merchants and anchors to optimize marketing strategies that enhance competitiveness and consumer engagement in live-streaming.