Scarcity Messages, Streamer Credibility, and Impulse Buying Behavior in TikTok Live Shopping: The Mediating Roles of Anticipated Regret and Pre-Order Intention
Keywords:
scarcity message, streamer credibility, anticipated regret, pre-order intention, impulse buying behavior
Abstract
This study examines the effects of scarcity message and streamer credibility on impulse buying behavior in TikTok Live Shopping, with anticipated regret and pre-order intention as sequential mediators. Data were collected from 140 consumers aged 18–29 years in the Special Region of Yogyakarta who had considered or purchased pre-order fashion products and were analysed using PLS-SEM. The results show that scarcity message and streamer credibility positively affect anticipated regret, which subsequently increases pre-order intention. Pre-order intention and streamer credibility positively affect impulse buying behavior, whereas scarcity message has no significant direct effect. Anticipated regret and pre-order intention sequentially mediate the effects of both scarcity message and streamer credibility on impulse buying behavior. These findings indicate that scarcity operates primarily through an emotional-behavioral mechanism, whereas streamer credibility operates through both direct and indirect pathways, extending the SOR framework in the context of pre-order live commerce.
References
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Mukherjee, A., Smith, R. J., & Burton, S. (2023). The effect of positive anticipatory utility on product pre-order evaluations and choices. Journal of the Academy of Marketing Science, 51(3), 551–569. https://doi.org/10.1007/s11747-021-00810-1
Nasiry, J., & Popescu, I. (2012). Advance selling when consumers regret. Management Science, 58(6), 1160–1177. https://doi.org/10.1287/mnsc.1110.1473
Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers' perceived expertise, trustworthiness, and attractiveness. Journal of Advertising, 19(3), 39–52. https://doi.org/10.1080/00913367.1990.10673191
Qu, Y., Chen, Y., Wang, Y., & Liu, Y. (2023). Impulse buying tendency in live-stream commerce: The role of scarcity promotion and anticipated emotions. Journal of Retailing and Consumer Services, 75, 103534. https://doi.org/10.1016/j.jretconser.2023.103534
Rook, D. W., & Fisher, R. J. (1995). Normative influences on impulsive buying behavior. Journal of Consumer Research, 22(3), 305–313. https://doi.org/10.1086/209452
Wang, Y., Zhang, L., Ma, J., & Chen, X. (2024). Drivers and obstacles of consumers' continuous participation intention in online pre-sales: Social exchange theory perspective. Journal of Retailing and Consumer Services, 76, 103585. https://doi.org/10.1016/j.jretconser.2023.103585
Wongkitrungrueng, A., & Assarut, N. (2020). The role of live streaming in building consumer trust and engagement with social commerce sellers. Journal of Business Research, 117, 543–556. https://doi.org/10.1016/j.jbusres.2018.08.032
Zeelenberg, M., & Pieters, R. (2007). A theory of regret regulation 1.0. Journal of Consumer Psychology, 17(1), 3–18. https://doi.org/10.1207/s15327663jcp1701_3
Bagozzi, R. P., Baumgartner, H., & Pieters, R. (1998). Goal-directed emotions. Cognition and Emotion, 12(1), 1–26. https://doi.org/10.1080/026999398379754
Bagozzi, R. P., Belanche, D., Casaló, L. V., & Flavián, C. (2016). The role of anticipated emotions in purchase intentions. Psychology & Marketing, 33(8), 629–645. https://doi.org/10.1002/mar.20905
Barta, S., Gurrea, R., & Flavián, C. (2023). Consequences of consumer regret with online shopping. Journal of Retailing and Consumer Services, 73, 103332. https://doi.org/10.1016/j.jretconser.2023.103332
Beatty, S. E., & Ferrell, M. E. (1998). Impulse buying: Modeling its precursors. Journal of Retailing, 74(2), 161–167. https://doi.org/10.1016/S0022-4359(98)90009-4
Broeder, P., & Wentink, E. (2022). Limited-time scarcity and competitive arousal in e-commerce. The International Review of Retail, Distribution and Consumer Research, 32(5), 549–567. https://doi.org/10.1080/09593969.2022.2098360
Chen, H., Zhang, S., Shao, B., Gao, W., & Xu, Y. (2021). How do interpersonal interaction factors affect buyers' purchase intention in live stream shopping? The mediating effects of swift guanxi. Internet Research, 32(1), 335–361. https://doi.org/10.1108/INTR-05-2020-0252
Cohen, J. (1992). A power primer. Psychological Bulletin, 112(1), 155–159. https://doi.org/10.1037/0033-2909.112.1.155
Eroglu, S. A., Machleit, K. A., & Davis, L. M. (2001). Atmospheric qualities of online retailing: A conceptual model and implications. Journal of Business Research, 54(2), 177–184. https://doi.org/10.1016/S0148-2963(99)00087-9
Fan, X., Chen, H., Tang, X., & Yu, H. (2025). How innovative attributes influence consumers' willingness to buy new products: An empirical study in the context of online preorder. Asia Pacific Journal of Marketing and Logistics. https://doi.org/10.1108/APJML-02-2025-0357
Feng, Y., Ye, H., Yu, Y., Yang, C., & Cui, T. (2024). Impulse buying behavior during livestreaming: Moderating effects of scarcity persuasion and price perception. Journal of Retailing and Consumer Services, 78, 103664. https://doi.org/10.1016/j.jretconser.2023.103664
Gulfraz, M. B., Sufyan, M., Mustak, M., Salminen, J., & Srivastava, D. K. (2022). Understanding the impact of online customers' shopping experience on online impulsive buying: A study on two leading e-commerce platforms. Journal of Retailing and Consumer Services, 68, 103000. https://doi.org/10.1016/j.jretconser.2022.103000
Guo, J., Guo, X., & Qiu, Z. (2017). Arousal or not? The effects of scarcity messages on online impulsive purchase. Asia Pacific Journal of Marketing and Logistics, 29(3), 440–455. https://doi.org/10.1108/APJML-05-2016-0080
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2021). A primer on partial least squares structural equation modeling (PLS-SEM) (3rd ed.). SAGE Publications.
Hamidah, H., Susanto, E., Fikri, A. A., & Pratiwi, N. (2024). Enhancing purchase intention in TikTok live-stream: The roles of streamers' credibility, interactivity, and perceived risk among Generation Z buyers. International Journal of Research in Business and Social Science, 13(4), 183–193. https://doi.org/10.20525/ijrbs.v13i4.3280
Jun, S. Y., Kim, K. H., & Park, H. Y. (2019). The effect of the preorder strategy on consumers' product choice: The moderating role of product experience and payment timing. Journal of Business Research, 99, 80–86. https://doi.org/10.1016/j.jbusres.2019.02.030
Kahneman, D., & Tversky, A. (1979). Prospect theory: An analysis of decision under risk. Econometrica, 47(2), 263–291. https://doi.org/10.2307/1914185
Kim, J. H., & Kim, S. (2026). Buying the forthcoming: The effect of value congruence on consumer pre-order decisions. Journal of Theoretical and Applied Electronic Commerce Research, 21(4), Article 100. https://doi.org/10.3390/jtaer21040100
Li, B., Hu, M., Chen, X., & Lei, Y. (2021). The moderating role of anticipated regret and product involvement on online impulsive buying behavior. Frontiers in Psychology, 12, 732459. https://doi.org/10.3389/fpsyg.2021.732459
Li, M., Wang, Q., & Cao, Y. (2022). Understanding consumer online impulse buying in live streaming e-commerce: A stimulus-organism-response framework. International Journal of Environmental Research and Public Health, 19(7), 4378. https://doi.org/10.3390/ijerph19074378
Lo, P. S., Dwivedi, Y. K., Tan, G. W. H., Ooi, K. B., Aw, E. C. X., & Metri, B. (2022). Why do consumers buy impulsively during live streaming? A deep learning-based dual-stage SEM-ANN analysis. Journal of Business Research, 147, 325–337. https://doi.org/10.1016/j.jbusres.2022.04.013
Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. MIT Press.
Mukherjee, A., Smith, R. J., & Burton, S. (2023). The effect of positive anticipatory utility on product pre-order evaluations and choices. Journal of the Academy of Marketing Science, 51(3), 551–569. https://doi.org/10.1007/s11747-021-00810-1
Nasiry, J., & Popescu, I. (2012). Advance selling when consumers regret. Management Science, 58(6), 1160–1177. https://doi.org/10.1287/mnsc.1110.1473
Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers' perceived expertise, trustworthiness, and attractiveness. Journal of Advertising, 19(3), 39–52. https://doi.org/10.1080/00913367.1990.10673191
Qu, Y., Chen, Y., Wang, Y., & Liu, Y. (2023). Impulse buying tendency in live-stream commerce: The role of scarcity promotion and anticipated emotions. Journal of Retailing and Consumer Services, 75, 103534. https://doi.org/10.1016/j.jretconser.2023.103534
Rook, D. W., & Fisher, R. J. (1995). Normative influences on impulsive buying behavior. Journal of Consumer Research, 22(3), 305–313. https://doi.org/10.1086/209452
Wang, Y., Zhang, L., Ma, J., & Chen, X. (2024). Drivers and obstacles of consumers' continuous participation intention in online pre-sales: Social exchange theory perspective. Journal of Retailing and Consumer Services, 76, 103585. https://doi.org/10.1016/j.jretconser.2023.103585
Wongkitrungrueng, A., & Assarut, N. (2020). The role of live streaming in building consumer trust and engagement with social commerce sellers. Journal of Business Research, 117, 543–556. https://doi.org/10.1016/j.jbusres.2018.08.032
Zeelenberg, M., & Pieters, R. (2007). A theory of regret regulation 1.0. Journal of Consumer Psychology, 17(1), 3–18. https://doi.org/10.1207/s15327663jcp1701_3
Published
2026-09-24
How to Cite
Ramadhani, R. P., Sugandini, D., & Effendi, M. I. (2026). Scarcity Messages, Streamer Credibility, and Impulse Buying Behavior in TikTok Live Shopping: The Mediating Roles of Anticipated Regret and Pre-Order Intention. International Journal of Economics, Business and Innovation Research, 5(05), 5154-5176. https://doi.org/10.63922/ijebir.v5i05.6652
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