稀缺性信息对直播电子商务中冲动性购买的说服效果:时间稀缺性的调节作用

IF 3.9 4区 管理学 Q2 BUSINESS Asia Pacific Journal of Marketing and Logistics Pub Date : 2024-08-23 DOI:10.1108/apjml-03-2024-0269
Shuaikang Hao, Ling Huang
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引用次数: 0

摘要

目的直播电子商务(Live-streaming e-commerce,LSE)使主播可以利用线下促销技巧与消费者互动,说服他们购买。然而,消费者如何回应这些传播仍是未知数。设计/方法/途径本研究采用基于情景的实验方法,进行了两个基于数量的稀缺性(供应框架与需求框架)*2 基于时间的稀缺性诉求(高与低)的主体间实验来检验假设。结果结果表明,供应框架的吸引力更能激起消费者的兴奋和冲动性购买,但会受到时间稀缺性的调节。此外,情绪唤醒只在高水平的时间稀缺条件下对基于数量的稀缺性诉求对冲动性购买的影响起调节作用。 原创性/价值本研究通过比较 LSE 环境中不同稀缺性信息的说服效果,为电子商务文献做出了贡献。通过测试基于数量和基于时间的稀缺性诉求的综合效果,我们拓宽了稀缺性营销文献。最后,本研究扩展了竞争唤醒模型的应用范围。
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The persuasive effects of scarcity messages on impulsive buying in live-streaming e-commerce: the moderating role of time scarcity

Purpose

Live-streaming e-commerce (LSE) allows anchors to bring offline promotion skills to interact with consumers and persuade them to buy. However, how consumers respond to these communications remains unknown. This study examines the persuasive effect of different scarcity marketing messages on impulsive buying in the LSE context.

Design/methodology/approach

This study adopts scenario-based experimental methods and conducts two 2 quantity-based scarcity (supply-framed vs demand-framed)*2 time-based scarcity appeals (high vs low) between-subjects experiments to test the hypotheses.

Findings

The results indicate that supply-framed appeals are more effective in provoking consumers’ arousal and impulsive buying, but are moderated by time scarcity. Furthermore, emotional arousal only mediates the effects of quantity-based scarcity appeals on impulsive buying under high-level time scarcity conditions.

Originality/value

This study contributes to the e-commerce literature by comparing the persuasive effect of different scarcity messages in the LSE context. We broaden the scarcity marketing literature by testing the combined effect of quantity-based and time-based scarcity appeals. Finally, this study extends the application of the competitive arousal model.

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来源期刊
CiteScore
7.90
自引率
18.90%
发文量
96
期刊介绍: The Asia Pacific Journal of Marketing and Logistics (APJML) provides a unique focus on marketing and logistics in the Asia Pacific region. It publishes research which focus on marketing and logistics problems, new procedures and practical approaches, systematic and critical reviews of changes in marketing and logistics and cross-national and cross-cultural comparisons of theory into practice. APJML is to publish articles including empirical research, conceptual papers, in-depth literature review and testing of alternative methodologies and theories that have significant contributions to the knowledge of marketing and logistics in the Asia Pacific region. The journal strives to bridge the gap between academia and practice, hence it also publishes viewpoints from practitioners, case studies and research notes of emerging trends. Book reviews of cutting edge topics are also welcome. Readers will benefit from reports on the latest findings, new initiatives and cutting edge methodologies. Readers outside the region will have a greater understanding of the cultural orientation of business in the Asia Pacific and will be kept up to date with new insights of upcoming trends. The journal recognizes the dynamic impact of Asian Pacific marketing and logistics to the international arena. An in-depth understanding of the latest trends and developments in Asia Pacific region is imperative for firms and organizations to arm themselves with competitive advantages in the 21st century. APJML includes, but is not restricted to: -Marketing strategy -Relationship marketing -Cross-cultural issues -Consumer markets and buying behaviour -Managing marketing channels -Logistics specialists -Branding issues in Asia Pacific markets -Segmentation -Marketing theory -New product development -Marketing research -Integrated marketing communications -Legal and public policy -Cross national and cross cultural studies
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