摘要直播电商具有时间资源稀缺的特征， 通常只持续几个小时时间。 根据心理抗拒理论，
本研究考虑感知急迫作为中介变量， 并将产品类型作为调节变量来探究直播电商的时间性稀缺 …

With the proliferation of e-commerce, online promotion strategy of limited quantity and
limited-time is widely used by online retailers to entice consumers' purchases. However, few …

Live-streaming is increasingly becoming a popular e-commerce business model. Although
impulse buying is a traditionally common consumption phenomenon, there is little …

Online retailers employ two strategies of limited-quantity and limited-time to entice
consumers' impulse purchases. However, little research has investigated the effects of these …

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 …

From the perspective of consumers, this research studied four factors including price
promotion, time pressure, interpersonal interaction and visual appeal influencing the …

Live streaming has become popular among various e-commerce models. As an efficient way
of marketing, live streaming can stimulate consumers' impulse purchasing behavior by …

Constraining the time to avail promotional offers is a common practice employed by
marketers to encourage sales. This research shows that the use of Limited Time messages …

The rapid popularity of live streaming promotes the emergence of a new business model
known as live streaming commerce. Due to high interactivity and rich-sensory stimuli, live …

Despite the prevalence of scarcity-induced sales promotion in live commerce, scholarly
inquiry began to address impulsive buying recently. This research traces live-stream …