Abstract

PurposeThis article investigates the impact mechanism of scarcity promotions in live streaming e-commerce on consumer purchase intention in the context of urban-rural and male-female divides in China, with emotional experience as the mediating variable.Design/methodology/approachA total of 687 online questionnaires are collected, and the model is empirically analyzed by partial least squares structural equation model.FindingsScarcity promotions in live streaming e-commerce positively influence purchase intention, with emotional experience mediating the impact. Furthermore, the influence of scarcity promotions in live streaming e-commerce on the emotional experience of urban residents is greater than that of rural residents. The effect of scarcity promotions on the purchase intention of urban residents is lower than that of rural residents. Scarcity promotions in live streaming e-commerce have a greater impact on the emotional experience of female consumers compared to male consumers. The influence of scarcity promotions on the purchase intention of female consumers is lower than that of male consumers.Originality/valueThis article extends the scarcity promotion theory to the context of live streaming e-commerce. Furthermore, it is the first to explore the mediating role of emotional experience in this process. Lastly, it is the first to investigate the moderating effects of urban-rural and male-female factors in this process.

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