Can time pressure promote consumers' impulse buying in live streaming E-commerce? Moderating effect of product type and consumer regulatory focus

Kong, Dong; Zhan, Shujing; Zhu, Yanxiao

doi:10.1007/s10660-023-09788-0

Can time pressure promote consumers' impulse buying in live streaming E-commerce? Moderating effect of product type and consumer regulatory focus

Published: 06 December 2023

(2023)
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Abstract

Time pressure is one of the most commonly promotion methods in live streaming e-commerce (LSE), but can it promote consumers’ impulse buying? There is no answer, and existing research conclusions in traditional commerce context are inconsistent. Is this impact the same for different types of product and consumers with different characteristics? Existing research cannot give a good answer either. Therefore, based on the Construal Level Theory, adopting the situational questionnaire method, this study explored the impact of time pressure on impulse buying in LSE and the moderating effect of product type (search product and experience product) and consumer regulatory focus (promotion focus and prevention focus). The results show that: (1) Time pressure will promote consumers' impulsive buying. (2) For search product, the impact of time pressure will be enhanced, but the impact will be weakened for experience product. (3) For promotion-focus consumers, the impact of time pressure will be enhanced; but for prevention-focus consumers, the impact will be weakened. These empirically tested the impact of time pressure on consumers’ impulse buying in LSE, and clarified the boundary conditions of this impact. Meanwhile, these can explain the inconsistency of existing research conclusions to a certain extent, which enriches researches on LSE and gives implications for LSE merchants to utilize time pressure better.

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The Influence of Marketing Stimuli and Contextual Factors on Consumers’ Intention to Make Impulse Purchases in Live E-Commerce

Understanding the Psychological Mechanisms of Impulse Buying in Live Streaming: A Shopping Motivations Perspective

Exploring Consumers’ Impulse Buying Behavior in Live Streaming Shopping

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Business School, Xinyang Normal University, Xinyang, 464000, Henan Province, People’s Republic of China
Dong Kong, Shujing Zhan & Yanxiao Zhu

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Dong Kong
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Shujing Zhan
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Appendices

Appendix 1. Formal Situational Questionnaire

1.1 Questionnaire 1 (high time pressure*search product)

Hello! Thank you very much for participating in this questionnaire, your opinions are crucial to this research! This questionnaire is anonymous and the answers will be kept confidential. All data will be used for academic research only. There are no right or wrong questions, you just need to fill them in carefully according to your actual situation. Sincerely thank you for your cooperation and support! I wish you all the best!

Each page of questions has a three-second waiting time before answering. 1 means “strongly disagree”, 7 means “strongly agree”. Please patiently read the questions and descriptions, and carefully answer the following questions based on your actual situation:

1. Have you purchased products in live streaming e-commerce?
1. o
  Yes
2. o
  No
2. Please answer the following questions based on your actual situation

Measurement item	1	2	3	4	5	6	7
You often imagine how you will realize your hopes and ambitions	⃞	⃞	⃞	⃞	⃞	⃞	⃞
You often think about what kind of person you want to be in the future	⃞	⃞	⃞	⃞	⃞	⃞	⃞
You often think about how you will succeed	⃞	⃞	⃞	⃞	⃞	⃞	⃞
You often imagine that you are experiencing something that you fear will happen to you	⃞	⃞	⃞	⃞	⃞	⃞	⃞

Next, please try your best to imagine that you are watching a live streaming on an APP, and you happen to see an anchor recommending a smart bracelet. The anchor is introducing: This is a smart bracelet launched by the TMICI (virtual in this experiment) brand This bracelet has the functions of recording daily physical exercise, sleep monitoring, heart rate measurement, NFC payment, high performance, low power consumption, and the long battery life, which meets your daily needs. There are last 5 min for the live streaming exclusive discount. If you like it, please click the product link in the shopping cart below to buy it and you will get a smart headphone freely.

3. Please answer the following questions based on your actual feelings

Measurement item	1	2	3	4	5	6	7
You think the promotion time in this live streaming is short	⃞	⃞	⃞	⃞	⃞	⃞	⃞
You're going to be stressed and very nervous when you're buying something on this live streaming	⃞	⃞	⃞	⃞	⃞	⃞	⃞
You don't think have enough time to buy something in this live streaming	⃞	⃞	⃞	⃞	⃞	⃞	⃞
You think you have less time to make a purchase decision in this live streaming	⃞	⃞	⃞	⃞	⃞	⃞	⃞

4. This live streaming discount is only available for five minutes, so make your purchase decision quickly!

Measurement item	1	2	3	4	5	6	7
After seeing this live streaming recommendation, you may suddenly want to buy this product	⃞	⃞	⃞	⃞	⃞	⃞	⃞
When you see the anchor recommend this product, you will have the desire to buy	⃞	⃞	⃞	⃞	⃞	⃞	⃞
When you get into the live streaming room, you'll want to buy this product	⃞	⃞	⃞	⃞	⃞	⃞	⃞
You'll buy things on the live streaming that you didn't plan ahead of time	⃞	⃞	⃞	⃞	⃞	⃞	⃞

Please read the following definitions of search products and experience products carefully, and determine what type of product the smart bracelet involved in this questionnaire belongs to?

Search products refer to products that consumers can confirm their quality by searching for relevant product information before purchasing and using them. They are usually highly standardized, such as mobile phones and tablets.

Experience products refer to products that consumers must purchase and use before they can judge their quality characteristics. They are often subjective and uncertain, such as foundation and skin care products.

5. Smart bracelets are search product (please fill in the numbers 1–7)

1 means “strongly disagree”, 7 means “strongly agree”, your score is ___

Please fill in the following basic information based on your true situation

6. What is your gender [single choice question]
1. o
  Male
2. o
  Female
6. What is your age? [Single choice question]
1. o
  Under 18 years old
2. o
  18–24 years old
3. o
  25–40 years old
4. o
  41–60 years old
5. o
  Over 61 years old
8. What is your highest educational level (including currently studying)?
1. o
  Primary and secondary schools
2. o
  High school/vocational school/technical school
3. o
  Undergraduate and Junior College
4. o
  Master degree or above
9. What is your current occupation?
1. o
  On campus students
2. o
  Employees in enterprises and institutions
3. o
  Individual operator
4. o
  Other
10. What is your current monthly income/monthly living expenses?
1. o
  Below 3000 yuan
2. o
  3000–5000 yuan
3. o
  5000–1000 yuan
4. o
  Above 10,000 yuan

Questionnaire 2 (low time pressure*search product)

1. Have you purchased products in live streaming e-commerce?
1. o
  Yes
2. o
  No
2. Please answer the following questions based on your actual situation

Measurement item	1	2	3	4	5	6	7
You often imagine how you will realize your hopes and ambitions	⃞	⃞	⃞	⃞	⃞	⃞	⃞
You often think about what kind of person you want to be in the future	⃞	⃞	⃞	⃞	⃞	⃞	⃞
You often think about how you will succeed	⃞	⃞	⃞	⃞	⃞	⃞	⃞
You often imagine that you are experiencing something that you fear will happen to you	⃞	⃞	⃞	⃞	⃞	⃞	⃞

Next, please try your best to imagine that you are watching a live streaming on an APP, and you happen to see an anchor recommending a smart bracelet. The anchor is introducing: This is a smart bracelet launched by the TMICI (virtual in this experiment) brand This bracelet has the functions of recording daily physical exercise, sleep monitoring, heart rate measurement, NFC payment, high performance, low power consumption, and the long battery life, which meets your daily needs. There are still 3 h for the live streaming exclusive discount. If you like it, please click the product link in the shopping cart below to buy it and you will get a smart headphone freely.

3. Please answer the following questions based on your actual feelings

Measurement item	1	2	3	4	5	6	7
You think the promotion time in this live streaming is short	⃞	⃞	⃞	⃞	⃞	⃞	⃞
You're going to be stressed and very nervous when you're buying something on this live streaming	⃞	⃞	⃞	⃞	⃞	⃞	⃞
You don't think have enough time to buy something in this live streaming	⃞	⃞	⃞	⃞	⃞	⃞	⃞
You think you have less time to make a purchase decision in this live streaming	⃞	⃞	⃞	⃞	⃞	⃞	⃞

4. This live streaming lasts for three hours, and all discounts are available! Please make your purchasing decision

Measurement item	1	2	3	4	5	6	7
After seeing this live streaming recommendation, you may suddenly want to buy this product	⃞	⃞	⃞	⃞	⃞	⃞	⃞
When you see the anchor recommend this product, you will have the desire to buy	⃞	⃞	⃞	⃞	⃞	⃞	⃞
When you get into the live streaming room, you'll want to buy this product	⃞	⃞	⃞	⃞	⃞	⃞	⃞
You'll buy things on the live streaming that you didn't plan ahead of time	⃞	⃞	⃞	⃞	⃞	⃞	⃞

Please read the following definitions of search products and experience products carefully, and determine what type of product the smart bracelet involved in this questionnaire belongs to?

Search products refer to products that consumers can confirm their quality by searching for relevant product information before purchasing and using them. They are usually highly standardized, such as mobile phones and tablets.

Experience products refer to products that consumers must purchase and use before they can judge their quality characteristics. They are often subjective and uncertain, such as foundation and skin care products.

5. Smart bracelets are search items (please fill in the numbers 1–7)

1 means “strongly disagree”, 7 means “strongly agree”, your score is ___

Please fill in the following basic information based on your true situation

6. What is your gender [single choice question]
- oMale
- oFemale
7. What is your age? [Single choice question]
1. o
  Under 18 years old
2. o
  18–24 years old
3. o
  25–40 years old
4. o
  41–60 years old
5. o
  Over 61 years old
8. What is your highest educational level (including currently studying)?
1. o
  Primary and secondary schools
2. o
  High school/vocational school/technical school
3. o
  Undergraduate and Junior College
4. o
  Master degree or above
9. What is your current occupation?
1. o
  On campus students
2. o
  Employees in enterprises and institutions
3. o
  Individual operator
4. o
  Other
10. What is your current monthly income/monthly living expenses?
1. o
  Below 3000 yuan
2. o
  3000–5000 yuan
3. o
  5000–1000 yuan
4. o
  Above 10,000 yuan

Questionnaire 3 (high time pressure*experience product)

1. Have you purchased products in live streaming e-commerce?
- oYes
- oNo
2. Please answer the following questions based on your actual situation

Measurement item	1	2	3	4	5	6	7
You often imagine how you will realize your hopes and ambitions	⃞	⃞	⃞	⃞	⃞	⃞	⃞
You often think about what kind of person you want to be in the future	⃞	⃞	⃞	⃞	⃞	⃞	⃞
You often think about how you will succeed	⃞	⃞	⃞	⃞	⃞	⃞	⃞
You often imagine that you are experiencing something that you fear will happen to you	⃞	⃞	⃞	⃞	⃞	⃞	⃞

Next, please try your best to imagine that you are watching a live streaming on an APP, and you happen to see an anchor recommending a seasonal jacket. The anchor is introducing: This is the seasonal jacket launched by the TMICI (virtual in this experiment) brand, which is professionally waterproof, windproof and oil-proof. The TFFLON technology shell is used to effectively protect against wind and rain, wear-resistant and tear-resistant. The exclusive discount in the live streaming room is available for last 5 min. If you like it, click the product link in the shopping cart below to buy it and you can enjoy a discount coupon of 200RMB.

3. Please answer the following questions based on your actual feelings

Measurement item	1	2	3	4	5	6	7
You think the promotion time in this live streaming is short	⃞	⃞	⃞	⃞	⃞	⃞	⃞
You're going to be stressed and very nervous when you're buying something on this live streaming	⃞	⃞	⃞	⃞	⃞	⃞	⃞
You don't think have enough time to buy something in this live streaming	⃞	⃞	⃞	⃞	⃞	⃞	⃞
You think you have less time to make a purchase decision in this live streaming	⃞	⃞	⃞	⃞	⃞	⃞	⃞

4. This live streaming discount is only available for five minutes, so make your purchase decision quickly!

Measurement item	1	2	3	4	5	6	7
After seeing this live streaming recommendation, you may suddenly want to buy this product	⃞	⃞	⃞	⃞	⃞	⃞	⃞
When you see the anchor recommend this product, you will have the desire to buy	⃞	⃞	⃞	⃞	⃞	⃞	⃞
When you get into the live streaming room, you'll want to buy this product	⃞	⃞	⃞	⃞	⃞	⃞	⃞
You'll buy things on the live streaming that you didn't plan ahead of time	⃞	⃞	⃞	⃞	⃞	⃞	⃞

Please read the following definitions of search products and experience products carefully, and determine what type of product the seasonal jacket involved in this questionnaire belongs to?

Search products refer to products that consumers can confirm their quality by searching for relevant product information before purchasing and using them. They are usually highly standardized, such as mobile phones and tablets.

Experience products refer to products that consumers must purchase and use before they can judge their quality characteristics. They are often subjective and uncertain, such as foundation and skin care products.

5. The seasonal jacket are search items (please fill in the numbers 1–7)

1 means “strongly disagree”, 7 means “strongly agree”, your score is ____.

Please fill in the following basic information based on your true situation

6. What is your gender [single choice question]
1. o
  Male
2. o
  Female
7. What is your age? [Single choice question]
1. o
  Under 18 years old
2. o
  18–24 years old
3. o
  25–40 years old
4. o
  41–60 years old
5. o
  Over 61 years old
8. What is your highest educational level (including currently studying)?
1. o
  Primary and secondary schools
2. o
  High school/vocational school/technical school
3. o
  Undergraduate and Junior College
4. o
  Master degree or above
9. What is your current occupation?
1. o
  On campus students
2. o
  Employees in enterprises and institutions
3. o
  Individual operator
4. o
  Other
10. What is your current monthly income/monthly living expenses?
1. o
  Below 3000 yuan
2. o
  3000–5000 yuan
3. o
  5000–1000 yuan
4. o
  Above 10,000 yuan

Questionnaire 4 (low time pressure*experience product)

1. Have you purchased products in live streaming e-commerce?
1. o
  Yes
2. o
  No
2. Please answer the following questions based on your actual situation

Measurement item	1	2	3	4	5	6	7
You often imagine how you will realize your hopes and ambitions	⃞	⃞	⃞	⃞	⃞	⃞	⃞
You often think about what kind of person you want to be in the future	⃞	⃞	⃞	⃞	⃞	⃞	⃞
You often think about how you will succeed	⃞	⃞	⃞	⃞	⃞	⃞	⃞
You often imagine that you are experiencing something that you fear will happen to you	⃞	⃞	⃞	⃞	⃞	⃞	⃞

Next, please try your best to imagine that you are watching a live streaming on an APP at this time, and you happen to see an anchor recommending a seasonal jacket. You open the live streaming to watch it. The anchor is introducing: This is the seasonal jacket launched by the TMICI (virtual in this experiment) brand, which is professionally waterproof, windproof and oil-proof. The TFFLON technology shell is used to effectively protect against wind and rain, wear-resistant and tear-resistant. The exclusive discount in the live streaming room is still available for 3 h. If you like it, click the product link in the shopping cart below to buy it and you can enjoy a discount coupon of 200RMB.

3. Please answer the following questions based on your actual feelings

Measurement item	1	2	3	4	5	6	7
You think the promotion time in this live streaming is short	⃞	⃞	⃞	⃞	⃞	⃞	⃞
You're going to be stressed and very nervous when you're buying something on this live streaming	⃞	⃞	⃞	⃞	⃞	⃞	⃞
You don't think have enough time to buy something in this live streaming	⃞	⃞	⃞	⃞	⃞	⃞	⃞
You think you have less time to make a purchase decision in this live streaming	⃞	⃞	⃞	⃞⃞	⃞	⃞	⃞

4. This live streaming lasts for three hours, and all discounts are available! Please make your purchasing decision

Measurement item	1	2	3	4	5	6	7
After seeing this live streaming recommendation, you may suddenly want to buy this product	⃞	⃞	⃞	⃞	⃞	⃞	⃞
When you see the anchor recommend this product, you will have the desire to buy	⃞	⃞	⃞	⃞	⃞	⃞	⃞
When you get into the live streaming room, you'll want to buy this product	⃞	⃞	⃞	⃞	⃞	⃞	⃞
You'll buy things on the live streaming that you didn't plan ahead of time	⃞	⃞	⃞	⃞	⃞	⃞	⃞

Please read the following definitions of search products and experience products carefully, and determine what type of product the seasonal jacket involved in this questionnaire belongs to?

Search products refer to products that consumers can confirm their quality by searching for relevant product information before purchasing and using them. They are usually highly standardized, such as mobile phones and tablets.

Experience products refer to products that consumers must purchase and use before they can judge their quality characteristics. They are often subjective and uncertain, such as foundation and skin care products.

5. The seasonal jacket are search items (please fill in the numbers 1–7 to score)

1 means “strongly disagree”, 7 means “strongly agree”, your score is ___

Please fill in the following basic information based on your true situation

6. What is your gender [single choice question]
1. o
  ○ Male
2. o
  ○ Female
7. What is your age? [Single choice question]
1. o
  Under 18 years old
2. o
  18–24 years old
3. o
  25–40 years old
4. o
  41–60 years old
5. o
  Over 61 years old
8. What is your highest educational level (including currently studying)?
1. o
  Primary and secondary schools
2. o
  High school/vocational school/technical school
3. o
  Undergraduate and Junior College
4. o
  Master degree or above
9. What is your current occupation?
1. o
  On campus students
2. o
  Employees in enterprises and institutions
3. o
  Individual operator
4. o
  Other
10. What is your current monthly income/monthly living expenses?
1. o
  Below 3000 yuan
2. o
  3000–5000 yuan
3. o
  5000–1000 yuan
4. o
  Above 10,000 yuan

Appendix 2

See Table 6.

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Kong, D., Zhan, S. & Zhu, Y. Can time pressure promote consumers' impulse buying in live streaming E-commerce? Moderating effect of product type and consumer regulatory focus. Electron Commer Res (2023). https://doi.org/10.1007/s10660-023-09788-0

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Accepted: 11 November 2023
Published: 06 December 2023
DOI: https://doi.org/10.1007/s10660-023-09788-0

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Can time pressure promote consumers' impulse buying in live streaming E-commerce? Moderating effect of product type and consumer regulatory focus

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