Research On The Influence Of Live-streaming Purchase Restrictions On Consumers’ Impulse Purchase Intention

With the continuous development of business model innovation applications,e-commerce live broadcast relying on Internet technology has become a new shopping mode for consumers.Promotional purchase restrictions as an important marketing stimulus,has now been widely used in e-commerce live,not only to enhance the role of live room activity,but also has an important role in promoting the purchase conversion rate of live consumers.Therefore it is of great relevance and value to study how promotional purchase restrictions in the live room affect consumers’ impulsive purchase intentions through expected regret.Based on online impulse purchase theory and anticipated regret theory,this paper explores the effect of live promotional purchase restrictions on consumers’ impulsive purchase intentions and the mediating effect of anticipated regret in between through an experimental method.Among them,the study divides promotional purchase restrictions into time restrictions and quantity restrictions,focuses on the impact of the combined strategy of time restrictions and quantity restrictions on anticipated regret and impulsive purchase intentions,and further discusses the moderating role of price discount strength in the above process.The study was completed through three experiments;Experiment 1verified the effect of live promotional purchase restriction on anticipated regretand impulsive purchase intention,and the mediating effect of expected regret;Experiment 2verified the effect of the combination of live time restriction and quantity restriction on impulsive purchase intention;Experiment 3 verified the moderating effect of discount intensity between promotional purchase restriction and impulsive purchase intention,and the moderating effect of discount intensity between promotional purchase restriction and expected regret.This paper concludes that,(1)In the context of live shopping,promotional purchase restrictions positively affect consumers’ impulse buying intentions;(2)Anticipated regret plays a mediating role in the impact of promotional purchase restrictions on consumers’ impulsive purchase intentions;(3)Discount strength plays a positive regulatory role between promotional restrictions on purchases and consumers’ impulsive buying intentions;(4)Price discount strength partially moderates the relationship between promotional purchase restrictions and expected regret.The theoretical contribution of this paper is reflected in two aspects: first,the combination of time restriction and quantity restriction in the live broadcast room investigates the influence of promotional purchase restriction on impulsive purchase intention,expanding the research content of the influence of promotional purchase restriction in the context of live e-commerce;second,the introduction of the anticipated regret variable can deeply explore the influence path from promotional purchase restriction to impulsive purchase intention from the perspective of emotion-influenced behavior,providing a new way of thinking for online impulsive purchase research.Management implications based on the study findings are:first,limit the number of products or services and the duration of promotions to enhance the perception of "scarcity is precious";second,companies should take measures to enhance consumers’ anticipated regret in order to stimulate impulsive purchase intentions;third,control the intensity of price discounts for live products to avoid the opposite result of the marketing design.