The Impact of Hunger Marketing on Impulsive Purchasing Behavior in Live-Streaming E-commerce

Abstract

Hunger marketing is a common marketing strategy widely used by live-streaming merchants. However, research on its impact on consumers' impulse purchasing behavior in this field remains limited. This study draws on the classic S-O-R theory in psychology to construct a structural equation model incorporating host characteristics, promotional incentives, promotional time constraints, perceived value, perceived competitiveness, and impulse purchasing behavior. SPSS and AMOS software were employed to validate and analyze 311 valid questionnaires. The results revealed that host characteristics, promotional incentives, and promotional time constraints all significantly promote impulsive purchasing behavior, with promotional incentives having the most significant effect. Further analysis revealed that perceived competitiveness has a stronger promotional effect on impulse purchasing behavior than perceived value. Additionally, these two factors partially mediate the relationship between promotional time constraints and impulse purchasing behavior. Based on these findings, this study offers recommendations for live streamers and e-commerce platforms, aiming to provide insights for enhancing brand sales and improving consumer experiences.