The Impact of Limited-Quantity and Time Discount Strategies on Impulse Purchases in Live Shopping

Abstract

With the rapid development of the internet, online shopping has become one of the main channels for consumers. Among these channels, influencer live sales have emerged as a particularly popular business model, in which limited-time, limited-quantity discounts are commonly used as marketing tactics. This study examines how these two scarcity-based strategies influence consumers' impulse purchasing behavior through emotional and psychological mechanisms, along with other related factors. This study employed a mixed-methods approach, gathering data from consumers who regularly engage in live shopping through questionnaires and interviews. The data were analyzed using descriptive statistics, correlation analysis, and thematic analysis.