The role of scarcity promotion and cause-related events in impulse purchase in the agricultural product live stream

Abstract

Harvest agricultural products are perishable. If they cannot be sold, there will be serious grain loss and food waste. It is an important issue related to human sustainable development and urgent to address. As the most popular way of shopping, live shopping has achieved remarkable achievements, while the existing research is relatively silent on how to promote the sales of agricultural products in the context of live streams. Based on S–O–R theory and dual-system theory, three studies investigated the intrinsic mechanism of consumers’ impulse purchase intention (IPI) in live streams. The results show that scarcity promotion (SP) and cause-related events (CRE) are positively correlated with consumers’ IPI through arousal and moral elevation. Interestingly, when SP and CRE are presented at the same time, the impact of CRE on IPI is no longer significant. Overall, the proposed model could be used to predict consumers’ willingness and provide the choice of marketing strategy to promote the sale of agricultural products, which has significant theoretical and practical value.

A mixed study on the “wow” of impulse purchase on Instagram: insights from Gen-Z in a collectivistic environment

“…The findings for H4 were consistent with Study 1 and previous research, indicating that scarcity promotions, such as flash sales and time-limited delivery, trigger positive affect among Gen-Zers, leading to impulse purchases (Harikrishnan et al , 2022; Li et al , 2023; Marjerison et al , 2022; Martaleni et al , 2022). This underscores the effectiveness of scarcity-based marketing strategies for this demographic.…”

“…Furthermore, scarcity strategies such as flash sales with timers have been shown to be essential for Gen-Z impulsive purchases (Marjerison et al, 2022). Previous research has found a positive relationship between scarcity and positive emotions such as excitement and arousal (Li et al, 2023). According to Wu et al (2021), limited quantity and time scarcity trigger a strong positive effect on consumers.…”

The Impact of Narrative Role on Consumers’ Purchase Intentions in the Agricultural Product Live Stream: A Study Based on the Theory of Perspective Taking

“…Liu et al, 2018). One of the most important reasons is that the way of harvesting agricultural products for the consumers is obstructed, so it is urgent to alleviate the sales dilemma of agricultural products as well as food waste (X. Li et al, 2023).…”