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p-Index From 2021 - 2026
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All Journal Journal of Strategic Marketing and Innovation
Nazwa Ramadhani
Universitas Negeri Jakarta
Economics, Econometrics & Finance

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The Effect of Scarcity-Based Promotion on Impulse Buying in TikTok Shop Live Streaming: A Stimulus, Organism, Response Perspective Nazwa Ramadhani; Adnan Kasofi; Osly Usman; Ryna Parlyna
Journal of Strategic Marketing and Innovation Vol. 2 No. 1 (2026): Journal of Strategic Marketing and Innovation
Publisher : Asosiasi Transformasi Digital Dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.64243/JOSMI.02.1.03

Abstract

This research looks at how well scarcity promotions work in TikTok Shop live streams, using the Stimulus-Organism-Response (S-O-R) model. Limited-time and limited-quantity scarcity types are tested, with emotional excitement as the mediator, analyzed via SEM-PLS. The findings show that scarcity signals do not significantly impact emotional excitement or impulse buying, with no mediating effect despite positive path directions. The results suggest that promotional overload can weaken emotional and behavioral responses, serving as contextual limits for the S-O-R framework in mature live commerce platforms.
Co-Authors Adnan Kasofi Osly Usman Ryna Parlyna