An Empirical Study On How Does Scarcity Information Lead To Impulsive Purchase In Online Market

With the development of e-commerce,online shopping presents some new characteristics.The major sites are creating their own promotional activities for shaping shopping section.Singles' Day – symbolized by Alibaba,China's largest e-commerce giant.The group through discounts,limited time sales to stimulate consumption.The retailers enthusiastically employ the online promotion strategy of limited-quantity and limited-time to entice consumers to make impulsive purchases.However,few studies have investigated the exact effects of such a promotion strategy on consumers' online impulsive purchase behavior,which affects their final offline consumption.At the same time,it has been found that the self-difference is not the only reason for the impulsive purchase,but it is one of the important influencing factors of people's impulsive purchase.Frequently impulsive purchase individuals often behave as having public personality traits and characteristics.Personal impulsiveness not only affects cognitive response,but also the affective response for consumers.Actually,the impulsive individuals are prone to with emotional fluctuations.Further,they are more likely to be driven by emotion.However,the research in terms of the moderation influence of impulsiveness on the relationship between emotion and individual behavior is rare.Drawing on the competitive arousal model and latent state-trait theory,this thesis develops a research model that demonstrates the influences of the limited-quantity and the limited-time scarcity messages on impulsive purchases through the mediating mechanism of consumers' perceived arousal.By building an online shop for an actual offline milk tea shop at taobao.com,an experiment with 182 participants was conducted to test our research model.The results provide strong evidence that both the limitedquantity and the limited-time scarcity messages positively influence consumers' perceived arousal,leading ultimately to impulsive purchases.Further,there is a moderating influence between the two scarcity messages on perceived arousal.Finally,although personal impulsiveness positively affects consumers' impulsive purchase,it does not moderate the relationship between perceived arousal and impulsive purchase.Overall,this study contributes to offer new insights into online impulsive purchase by integrating impulsive purchase literature,the competitive arousal model and the latent state-trait theory in the online market.theoretically,this study makes contributions in three domains:(1)actual and reliable data capturing from the consumers reveals the real impulsive purchase decision-making process,which serves as a meaningful and authoritative insight for subsequent examination of impulsive behavior;(2)by synthesizing past research examining scarcity messages,it distinguish and estimate the respective and interactive effects of limited-quantity and limited-time scarcity message on online impulsive purchase;(3)it argues the moderating effect of personal impulsiveness to the relationship between affective state and consumer behavior and serves as a basic for addressing the moderating effect in area of cognitive state.