A Study On The Impact Of Time Pressure On Consumers’ Impulsive Consumption Intentions Under The E-commerce Live Broadcast Scene Of Flash Sale

Recently,businesses have gradually shifted their sales venues to e-commerce platforms,and live shopping has become an indispensable shopping method in our daily lives.At the same time,compared to offline shopping,impulsive consumption behavior is more common in live shopping.Especially in live flash sale,the time pressure caused by objective time constraints is more likely to lead to impulsive consumption.So what is the internal psychological mechanism in this process?Therefore,based on the S-O-R theoretical model,this article sets up a research framework based on the live streaming flash sale scenario,focusing on investigating the internal impact mechanism of time pressure on consumers’ impulsive consumption intentions,namely,the mediating role of fear of missing out,while introducing anticipate regret to explore its regulatory role between time pressure and fear of missing out.This article conducts research through two experiments,among which,Study 1 measures consumers’ fear of missing out and willingness to impulse consumption when faced with practical toilet paper during live broadcast flash sale under different time pressures by manipulating time pressure scenarios.The study 2 introduced the anticipate regret scenario based on the first study,and conducted a 2×2 experiment to investigate the impact of time pressure on the fear of missing out and impulse consumption willingness of consumers facing a certain brand of hedonic sweater during a live flash sale event under different anticipate regret directions.Through analyzing the experimental data,the following conclusions are drawn: First,time pressure can significantly and positively affect consumers’ impulsive consumption intentions.Secondly,fear of missing out plays a mediating role between time pressure and impulsive consumption willingness.Third,the regulatory effects of anticipate regret in different directions are different.Compared to anticipate upward regret,consumers have a higher willingness to impulsive consumption in the context of anticipate downward regret.When consumers perceive anticipate downward regret,they have a higher level of fear of missing out and a stronger willingness to consume impulsively under the influence of time pressure.However,when consumers perceive anticipate downward regret,the effect of time pressure is not obvious,that is,regardless of whether there is time pressure,consumers are at a low level of fear of missing out,and impulsive consumption intentions are not strong.This study,starting from the perspective of consumer psychology,theoretically enriched the research on the impact of time pressure on impulsive consumption from this perspective.On the practical level,the above conclusions can provide a reference for businesses to grasp the stimulating factors of consumers’ impulsive purchase intention in live streaming marketing to reasonably stimulate consumers’ impulsive purchase intention and promote consumption;For consumers,conclusions can be drawn to understand and analyze the marketing patterns of businesses,thereby avoiding irrational consumption and making reasonable purchases.