The Effect of Scarcity-Based Promotion on Impulse Buying in TikTok Shop Live Streaming: A Stimulus, Organism, Response Perspective

Nazwa Ramadhani (Universitas Negeri Jakarta)
Adnan Kasofi (Universitas Negeri Jakarta)
Osly Usman (Universitas Negeri Jakarta)
Ryna Parlyna (Universitas Negeri Jakarta)

Journal of Strategic Marketing and Innovation
Vol. 2 No. 1 (2026): Journal of Strategic Marketing and Innovation

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.