<![CDATA[General Background Digital marketing strategies actively utilize psychological triggers to accelerate consumer decision processes. Specific Background Among university students navigating online applications, time-limited sales, direct interactive broadcasts, and cost-reduction incentives present a complex combination of stimuli that circumvent deliberate purchasing. Knowledge Gap Although separate studies have explored these features individually, existing consumer behavior literature lacks a comprehensive quantitative model evaluating their simultaneous application on spontaneous purchasing habits among late-stage university demographics. Aims This explanatory quantitative study investigates the concurrent and individual roles of interactive broadcast selling, time-limited discounts, and subsidized shipping on the spontaneous transactions of seventh-semester students. Results Multiple linear regression analysis of 92 purposively sampled respondents revealed that interactive broadcast selling acts as the strongest individual predictor, followed by subsidized shipping and time-limited discounts. Collectively, these three digital marketing mechanisms account for 49.8% of the variance in spontaneous transaction behavior. Novelty This research demonstrates that real-time interactive product demonstrations during broadcasts generate stronger spontaneous behavioral triggers than purely economic incentives like subsidized shipping or time-limited discounts. Implications Digital marketers should prioritize interactive engagement features to maximize immediate sales conversions, while consumers must exercise increased financial restraint when facing highly engaging promotional environments. Highlights Interactive broadcast innovations exert the strongest psychological pressure for immediate transaction completion. Simultaneous digital marketing stimuli account for nearly half of all spontaneous transaction occurrences. Real-time product demonstrations consistently bypass deliberate consumer planning and evaluation phases. Keywords Live Streaming; Flash Sale; Impulsive Buying; Digital Marketing; Electronic Commerce]]>
