Driving Impulsive Buying on TikTok Shop Live: Scarcity Promotion, Consumer Arousal and Impulsivity
DOI:
https://doi.org/10.52300/jmso.v7i2.26960Keywords:
Scarcity Promotion, Impulsive Buying, Arousal, ImpulsivityAbstract
Objective – This study aims to analyze the effect of scarcity promotions on impulsive buying in TikTok Shop live streams, examining the mediating role of consumer arousal and the moderating role of individual impulsivity.
Design/Methodology/Approach – This study applied a quantitative method, and data were collected via an online questionnaire from TikTok Shop users who had watched and made purchases during live streams. A total of 166 responses were obtained using purposive sampling. The data were analyzed using PLS-SEM with SmartPLS 4.0 to examine the direct and indirect relationships between scarcity promotions, consumer arousal, impulsive buying, and individual impulsivity.
Findings – The results of the study indicate that scarcity promotions do not directly influence impulsive buying, but positively influence consumer arousal. Consumer arousal positively influences impulsive buying and mediates the relationship between scarcity promotions and impulsive buying. Meanwhile, individual impulsivity does not moderate the relationship between consumer arousal and impulsive buying.
Implications – This study shows that scarcity promotions indirectly encourage impulsive buying by increasing consumer arousal. Therefore, businesses can leverage scarcity based promotional strategies to enhance consumer emotional engagement in live commerce. This research also contributes to the literature on digital consumer behavior in the context of live commerce.
Downloads
References
Andriani, Karuehni, I., & Mahrita, A. (2022). Pengaruh E-Commerce dan Inovasi Terhadap Keputusan Pembelian dengan Minat Beli Sebagai Variabel Mediasi Pada Produk Wardah (Studi Pada Mahasiswi Fakultas Ekonomi dan Bisnis Universitas Palangka Raya). Jurnal Manajemen Sains Dan Organisasi, 3(3), 211–220. https://e-journal.upr.ac.id/index.php/jmso/article/view/8233
Aquinia, A., Sutedjo, B., Widyasari, S., Hayuningtias, K. A., & Putra, H. B. (2025). Exploring The Differential Impact of Various User-Generated Content Types on Purchase Intention Through Awareness. Journal of Business Studies and Management Review (JBSMR), 9(1). https://doi.org/doi.org/10.22437/jbsmr.v9i1.49848
Aras, E. (2026). Problematic Internet use and life satisfaction: a moderated mediation model with social appearance anxiety as mediator and impulsivity as moderator. Frontiers in Psychology, 17. https://doi.org/10.3389/fpsyg.2026.1755556
Chen, J. V., Ruangsri, S., Ha, Q. A., & Widjaja, A. E. (2022). An experimental study of consumers’ impulse buying behaviour in augmented reality mobile shopping apps. Behaviour and Information Technology, 41(15), 3360–3381. https://doi.org/10.1080/0144929X.2021.1987523
Crisp, Z. C., & Grant, J. E. (2024). Impulsivity across psychiatric disorders in young adults. Comprehensive Psychiatry, 130. https://doi.org/10.1016/j.comppsych.2023.152449
Databoks. (2025). E-Commerce yang Sering Diakses Masyarakat Indonesia pada 2025. Databoks.Katadata. https://databoks.katadata.co.id/infografik/2025/08/19/e-commerce-yang-sering-diakses-masyarakat-indonesia-pada-2025#
Fathia, N., & Vania, A. (2023). Impulsive buying behavior: scarcity impact of flash sale through arousal as mediating variable. Jurnal Mantik, 7(3), 1766–1776. https://garuda.kemdiktisaintek.go.id/documents/detail/3939382
Feng, Z., Al Mamun, A., Masukujjaman, M., Wu, M., & Yang, Q. (2024). Impulse buying behavior during livestreaming: Moderating effects of scarcity persuasion and price perception. Heliyon, 10(7), e28347. https://doi.org/10.1016/j.heliyon.2024.e28347
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). MULTIVARIATE DATA ANALYSIS EIGHTH EDITION. www.cengage.com/highered
Handayani, W. P. P., Kurniawati, D., & Pitoyo, D. J. (2025). The Influence of Scarcity Promotion on Impulse Purchase Behavior: A Mediation Analysis of Arousal. Ekonika : Jurnal Ekonomi Universitas Kadiri, 10(1), 179–196. https://doi.org/10.30737/ekonika.v10i1.6375
Hasanah, F., & Sudarwanto, T. (2023). Pengaruh Content Marketing Dan Electronic Word of Mouth (E-Wom) Aplikasi Tiktok Terhadap Impulse Buying Produk FashionPada Generasi Z di Kota Surabaya. Jurnal Ilmiah Wahana Pendidikan, 9(November), 348–360. https://doi.org/https://doi.org/10.5281/zenodo.10077108
Hermawan, F. J., & Rafiah, K. K. (2025). Pengaruh Strategi Scarcity Marketing Terhadap Perilaku Impulsive Buying Dengan Competitive Arousal Sebagai Mediator (Studi Kasus Live Streaming Tiktok @bittersweetbynajla). Integrative Perspectives of Social and Science Journal, 2(3), 4569–4580. https://ipssj.com/index.php/ojs/article/view/598
Lamis, S. F., Handayani, P. W., & Fitriani, W. R. (2022). Impulse buying during flash sales in the online marketplace. Cogent Business and Management, 9(1). https://doi.org/10.1080/23311975.2022.2068402
Lee, G. Y., & Yi, Y. (2008). The Effect of Shopping Emotions and Perceived Risk on Impulsive Buying: The Moderating Role of Buying Impulsiveness Trait. Seoul Journal of Business, 14(2). https://s-space.snu.ac.kr/bitstream/10371/1794/1/sjbv14n2_067.pdf
Lee, Y. Y., Gan, C. L., Liew, T. W., Tan, S. M., & Cheak, A. P. C. (2025). Emotional tug-of-war in virtual influencer marketing: Pleasure-Arousal-Dominance (PAD) model and hedonic factors in predicting willingness to buy product recommendations. Telematics and Informatics Reports. https://doi.org/10.1016/j.teler.2025.100268
Ma, X., & Liao, J. (2022). Buying to Cope with Scarcity During Public Emergencies: A Serial Mediation Model Based on Cognition-Affect Theory. Frontiers in Psychology, 12. https://doi.org/10.3389/fpsyg.2021.791850
Morits, K. K., Anakaka, D. L., & Panis, M. P. (2025). Self-Control and Impulsive Buying Behavior in Fashion Models. Journal of Health and Behavioral Science, 7(3), 763–778. https://doi.org/doi.org/10.35508/jhbs.v7i3.21076
Ngo, T. T. A., Nguyen, H. L. T., Nguyen, H. P., Mai, H. T. A., Mai, T. H. T., & Hoang, P. L. (2024). A comprehensive study on factors influencing online impulse buying behavior: Evidence from Shopee video platform. Heliyon, 10(15). https://doi.org/10.1016/j.heliyon.2024.e35743
Özçifçi, V., & Gürdil, G. (2026). The Impact of Scarcity Messages on Impulse Buying: The Mediating Role of Product Involvement and The Moderating Role of Gender. Ahi Evran Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 12(1), 376–393. https://doi.org/10.31592/aeusbed.1770503
Panguriseng, A. A., & Nur, I. (2022). Analisis Strategi Promosi dan Pengaruh Promosi Terhadap Keputusan Pembelian Konsumen. Jurnal Ilmiah Multidisiplin Amsir, 1(1), 55–66. https://www.journal.stieamsir.ac.id/index.php/abrj/article/view/151
Putri, F. R. C., & Artanti, Y. (2022). Pembelian Impulsif Pada Marketplace: Pengaruh Personality, Price Discount Dan Media Sosial. SIBATIK JOURNAL: Jurnal Ilmiah Bidang Sosial, Ekonomi, Budaya, Teknologi, Dan Pendidikan, 1(5), 509–522. https://doi.org/10.54443/sibatik.v1i5.59
Qu, Y., Khan, J., Su, Y., Tong, J., & Zhao, S. (2023). Impulse buying tendency in live-stream commerce: The role of viewing frequency and anticipated emotions influencing scarcity-induced purchase decision. Journal of Retailing and Consumer Services, 75(August). https://doi.org/10.1016/j.jretconser.2023.103534
Rafiah, K. K. (2019). Analisis Pengaruh Kepuasan Pelanggan dan Kepercayaan Pelanggan terhadap Loyalitas Pelanggan dalam Berbelanja melalui E-commerce di Indonesia. 5(1), 46–56. http://ejournal.unida.gontor.ac.id/index.php/altijarah
Raza, A., Asif, M., & Akram, M. (2022). Personal And Cultural Factors Influencing Consumers’ Impulse Buying Behavior: A Developing Country Perspective. International Journal of Business Reflections, 3(2), 200–226. https://doi.org/10.56249/ijbr.03.01.34
Sari, E. A. P., & Kurniawan, D. J. (2025). Pengaruh Flash sale dan Countdown timer terhadap Timbulnya FOMO pada Konsumen Online. Jurnal Prima Manajemen, 88–96. https://journal.al-afif.org/index.php/jpm/article/view/515
Shi, Y., Ma, Y., Feng, H., Liu, J., & Xiao, Q. (2025). Leveraging store atmosphere tool in live streaming to foster consumer post purchase intention: The role of time scarcity. Acta Psychologica, 260(September), 105529. https://doi.org/10.1016/j.actpsy.2025.105529
Suhana, Kartika, A., & Putra, H. B. (2022). Peningkatan Kinerja UPPKS Ika Mandiri: Peran Pengelolaan SDM Dan Pemasaran. Jurnal Pengabdian Pada Masyarakat (PENAMAS), 6(1), 67–74. https://www.unisbank.ac.id/ojs/index.php/penamas/article/download/8996/3568
Suwito, G. A., & Susilowati, M. W. K. (2025). Scarcity effect on impulse buying: The mediating role of arousal. Jurnal Fokus Manajemen Bisnis, 15(1), 55–69. https://doi.org/10.12928/fokus.v15i1.12418
Syahwa, N. M., Nafandra, B., Putri, O. A., Meilisa, M., & Mukhti, T. O. (2026). Analisis Pengaruh Kelangkaan, Penyajian Produk, dan Motivasi Hedonis terhadap Pembelian Impulsif Secara Online pada Pengguna TikTok Shop Menggunakan Pendekatan Structural Equation Modeling (SEM). 8(2), 542–554. https://journal.upgris.ac.id/index.php/imajiner/article/view/27033/11156
Syamsudin, A. (2022). Pengaruh Kualitas Website Dan Lingkungan Terhadap Impulsive Buying Melalui Perilaku Hedonik Konsumen Tokopedia. Jurnal Manajemen Sains Dan Organisasi, 3(2), 156–164. https://e-journal.upr.ac.id/index.php/jmso/article/download/8540/4433
Tiemessen, J., Schraffenberger, H., & Acar, G. (2023). The Time is Ticking: The Effect of Limited Time Discounts on Consumers’ Buying Behavior and Experience. Conference on Human Factors in Computing Systems - Proceedings. https://doi.org/10.1145/3544549.3585735
Wijoyo, S. G. (2023). Fenomena Aplikasi TikTok Shop Sebagai Alternatif Belanja Hemat. Jurnal Esensi Komunikasi Daruna, 105–110. https://doi.org/10.56943/daruna.v2i2.114
Wu, Y., Xin, L., Li, D., Yu, J., & Guo, J. (2021). How does scarcity promotion lead to impulse purchase in the online market? A field Experiment. Information and Management, 58(1). https://doi.org/10.1016/j.im.2020.103283
Xiao, E., Su, C., Lu, L., Qin, R., Li, Z., & Wang, D. (2026). Factors affecting impulse buying behavior in the context of E-commerce live streaming. Acta Psychologica, 262(December 2025), 1–15. https://doi.org/10.1016/j.actpsy.2025.106183
Ye, D., Liu, F., Cho, D., & Jia, Z. (2022). Investigating switching intention of e-commerce live streaming users. Heliyon, 8(10). https://doi.org/10.1016/j.heliyon.2022.e11145
Yustanti, N. V., Ariska, Y. I., & Ervina, R. (2022). Dampak Tagline “Gratis Ongkos Kirim” dan Program Flash Sale pada Marketplace Shoppe untuk Mendorong Impulsive Buying secara Online. Journal Ekombis Review, 10, 109–120. https://doi.org/10.37676/ekombis.v10iS1
Zhang, Z., Zhang, N., & Wang, J. (2022). The Influencing Factors on Impulse Buying Behavior of Consumers under the Mode of Hunger Marketing in Live Commerce. Sustainability (Switzerland), 14(4). https://doi.org/10.3390/su14042122
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Jurnal Manajemen Sains dan Organisasi
This work is licensed under a Creative Commons Attribution 4.0 International License.
