Research on the Influence of Promotion Types and Scarcity on Consumers' Purchase Intention in The Context of E-commerce Live Broadcasting

Abstract

E-commerce live broadcasting has become a popular form of e-commerce sales. Compared with traditional marketing channels, e-commerce live broadcasting can more influence consumers' purchasing behavior. Based on relevant theories such as frame effect theory, commodity theory and scarcity effect, and combined with practical marketing problems of e-commerce live broadcasting, this paper discusses the influence of scarcity on consumers' purchase intention under different promotion methods in the context of e-commerce live broadcasting, as well as its internal mechanism. In this paper, we publish online questionnaires on the data platform to collect the required data. SPSS and AMOS software are used as analysis tools to analyze the collected data. The results of experiment 1 show that when anchors use price discount promotion in live broadcast, compared with limited time, the use of quantity limited can stimulate consumers to have higher purchase intention. When the host adopts the gift promotion method, compared with the quantity limited, the use of limited time can better stimulate consumers' purchase intention. The results of experiment 2 show that, when price discount promotion is adopted, perceived value plays an intermediary role in the influence of quantity limited on consumers' purchase intention, discount range plays a moderating role in the relationship between quantity limited and purchase intention, and discount range can effectively regulate the relationship between quantity limited and purchase intention through the intermediary of perceived value. The results of experiment 3 show that when the gift promotion method is adopted, perceptual arousal plays an intermediary role in the influence of time limit on consumers' purchase intention, and the gift correlation plays a moderating role in the relationship between time limit and purchase intention.