{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,2,20]],"date-time":"2026-02-20T11:24:38Z","timestamp":1771586678191,"version":"3.50.1"},"reference-count":43,"publisher":"MDPI AG","issue":"2","license":[{"start":{"date-parts":[[2026,2,20]],"date-time":"2026-02-20T00:00:00Z","timestamp":1771545600000},"content-version":"vor","delay-in-days":0,"URL":"https:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"funder":[{"name":"Shandong Social Science Fund Project","award":["22CGLJ24"],"award-info":[{"award-number":["22CGLJ24"]}]}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["JTAER"],"abstract":"<jats:p>Drawing upon social presence and perceived value theories, this study examines how time-limited (TL) and quantity-limited (QL) promotions influence consumers\u2019 purchase intention in live-streaming shopping. Through two controlled experiments (using countdown prompts for TL and inventory visualization for QL), the findings reveal distinct mechanisms: TL promotions elevate functional value by fostering a perception of collective synchronicity, whereas QL promotions boost social value identification through the perception of interactive control. Notably, this latter pathway is moderated by social cue sensitivity. Theoretically, this work unveils a \u201cdual social presence\u2013perceived value\u201d framework that overcomes the limitations of single-mediation models and integrates evidence from eye-tracking and neurobehavioral analysis. Practically, it proposes a strategic promotion-matching criterion (recommending TL for high-circulation goods and QL for scarce items) to optimize live-streaming marketing effectiveness.<\/jats:p>","DOI":"10.3390\/jtaer21020069","type":"journal-article","created":{"date-parts":[[2026,2,20]],"date-time":"2026-02-20T10:32:37Z","timestamp":1771583557000},"page":"69","update-policy":"https:\/\/doi.org\/10.3390\/mdpi_crossmark_policy","source":"Crossref","is-referenced-by-count":0,"title":["When Time Meets Scarcity: Differentiated Effects of Promotional Restrictions on Consumer Value in Live Commerce"],"prefix":"10.3390","volume":"21","author":[{"ORCID":"https:\/\/orcid.org\/0000-0001-5655-5441","authenticated-orcid":false,"given":"Shoufen","family":"Jiang","sequence":"first","affiliation":[{"name":"School of Business, Shandong University, Weihai 264209, China"}]},{"ORCID":"https:\/\/orcid.org\/0009-0005-8473-2974","authenticated-orcid":false,"given":"Lingbin","family":"Zhao","sequence":"additional","affiliation":[{"name":"School of Business, Shandong University, Weihai 264209, China"}]}],"member":"1968","published-online":{"date-parts":[[2026,2,20]]},"reference":[{"key":"ref_1","doi-asserted-by":"crossref","unstructured":"Xin, M., Jian, L., Liu, W., and Bao, Y. (2025). Exploring the Effect of Live Streaming Atmospheric Cues on Consumer Impulse Buying: A Flow Experience Perspective. J. Theor. Appl. Electron. Commer. Res., 20.","DOI":"10.3390\/jtaer20020149"},{"key":"ref_2","doi-asserted-by":"crossref","first-page":"31","DOI":"10.1080\/10919392.2025.2529068","article-title":"Distinguishing the Effects of a Social Presence on Impulsive Buying Behavior Based on Live-Streaming Shopping Platforms","volume":"36","author":"Widjaja","year":"2025","journal-title":"J. Organ. Comput. Electron. Commer."},{"key":"ref_3","doi-asserted-by":"crossref","first-page":"103890","DOI":"10.1016\/j.jretconser.2024.103890","article-title":"Different Roles of Two Kinds of Digital Coexistence: The Impact of Social Presence on Consumers\u2019 Purchase Intention in the Live Streaming Shopping Context","volume":"80","author":"Li","year":"2024","journal-title":"J. Retail. Consum. Serv."},{"key":"ref_4","doi-asserted-by":"crossref","first-page":"164","DOI":"10.54097\/fbem.v8i1.6060","article-title":"Research on the Influence of Promotion Types and Scarcity on Consumers\u2019 Purchase Intention in The Context of E-Commerce Live Broadcasting","volume":"8","author":"Ding","year":"2023","journal-title":"Front. Bus. Econ. Manag."},{"key":"ref_5","doi-asserted-by":"crossref","first-page":"103751","DOI":"10.1016\/j.jretconser.2024.103751","article-title":"Understanding Factors Affecting Social Commerce Purchase Behavior: A Longitudinal Perspective","volume":"78","author":"Laradi","year":"2024","journal-title":"J. Retail. Consum. Serv."},{"key":"ref_6","doi-asserted-by":"crossref","first-page":"325","DOI":"10.1016\/j.jbusres.2022.04.013","article-title":"Why Do Consumers Buy Impulsively during Live Streaming? A Deep Learning-Based Dual-Stage SEM-ANN Analysis","volume":"147","author":"Lo","year":"2022","journal-title":"J. Bus. Res."},{"key":"ref_7","doi-asserted-by":"crossref","first-page":"1733","DOI":"10.1108\/APJML-04-2024-0475","article-title":"The Impact of Scarcity Promotions in Live Streaming E-Commerce on Purchase Intention: The Mediating Effect of Emotional Experience","volume":"37","author":"Zhou","year":"2024","journal-title":"Asia Pac. J. Mark. Logist."},{"key":"ref_8","doi-asserted-by":"crossref","first-page":"101429","DOI":"10.1016\/j.elerap.2024.101429","article-title":"Online Promotion Cooling? The Influence Mechanism of Consumer Loyalty in Classic Large-Scale Online Social Promotions","volume":"67","author":"Zhang","year":"2024","journal-title":"Electron. Commer. Res. Appl."},{"key":"ref_9","doi-asserted-by":"crossref","first-page":"1152","DOI":"10.1108\/AJIM-01-2024-0030","article-title":"Investigating the Impact of Fear of Missing out on Inaction Inertia in Live Streaming Purchase Intention","volume":"77","author":"Kao","year":"2024","journal-title":"Aslib J. Inf. Manag."},{"key":"ref_10","doi-asserted-by":"crossref","first-page":"305","DOI":"10.1080\/10447318.2023.2299900","article-title":"AI or Human? The Effect of Streamer Types on Consumer Purchase Intention in Live Streaming","volume":"41","author":"Gao","year":"2024","journal-title":"Int. J. Hum.\u2013Comput. Interact."},{"key":"ref_11","first-page":"1","article-title":"Interactivity and Live-Streaming Commerce Purchase Intention: Social Presence as a Mediator","volume":"51","author":"Zhang","year":"2023","journal-title":"Soc. Behav. Personal. Int. J."},{"key":"ref_12","doi-asserted-by":"crossref","first-page":"187","DOI":"10.1080\/10599231.2022.2103753","article-title":"Determinants of Purchase Intention among Live Streaming Shoppers: The Roles of Technology Readiness, Social Presence, and Perceived Value","volume":"23","author":"Chao","year":"2022","journal-title":"J. Asia-Pac. Bus."},{"key":"ref_13","first-page":"1","article-title":"Virtual Streamer Responsiveness and Consumer Purchase Intention in Live Streaming Commerce: Social Presence as a Mediator","volume":"52","author":"Liu","year":"2024","journal-title":"Soc. Behav. Personal. Int. J."},{"key":"ref_14","doi-asserted-by":"crossref","first-page":"114497","DOI":"10.1016\/j.jbusres.2024.114497","article-title":"Exploring Barriers to Secondhand Luxury Consumption among Chinese Consumers and Changes during the COVID-19 Pandemic","volume":"174","author":"Luo","year":"2024","journal-title":"J. Bus. Res."},{"key":"ref_15","doi-asserted-by":"crossref","first-page":"987","DOI":"10.1016\/j.procs.2024.03.088","article-title":"The Impact of Live Streaming on Purchase Intention in Social Commerce in Indonesia","volume":"234","author":"Chandraa","year":"2024","journal-title":"Procedia Comput. Sci."},{"key":"ref_16","doi-asserted-by":"crossref","first-page":"3574","DOI":"10.62754\/joe.v3i7.4494","article-title":"Role of Live E-Commerce on Consumer Purchase Intentions","volume":"3","author":"Qi","year":"2024","journal-title":"J. Ecohumanism"},{"key":"ref_17","doi-asserted-by":"crossref","unstructured":"Mustikasari, A., Hurriyati, R., Widjajanta, B., Rahayu, A., Wibowo, L.A., and Dirgantari, P.D. (2024). Understanding the Impact of Perceived Value on Consumers\u2019 Continuous Purchase Intention in LiveStreaming E-Commerce Mediated by Consumer Trust and Online Shopping Satisfaction. Proceedings of the 8th Global Conference on Business, Management, and Entrepreneurship (GCBME), Bandung, Indonesia, 7 August 2024, Atlantis Press.","DOI":"10.2991\/978-94-6463-443-3_60"},{"key":"ref_18","doi-asserted-by":"crossref","unstructured":"Wu, Y., and Huang, H. (2023). Influence of Perceived Value on Consumers\u2019 Continuous Purchase Intention in Live-Streaming E-Commerce\u2014Mediated by Consumer Trust. Sustainability, 15.","DOI":"10.3390\/su15054432"},{"key":"ref_19","doi-asserted-by":"crossref","first-page":"2539","DOI":"10.1108\/APJML-10-2023-1031","article-title":"The Impact of Live Background Visual Complexity on Consumer Purchase Intention: An Eye-Tracking Study","volume":"36","author":"Tang","year":"2024","journal-title":"Asia Pac. J. Mark. Logist."},{"key":"ref_20","doi-asserted-by":"crossref","first-page":"149","DOI":"10.2147\/PRBM.S393492","article-title":"Effects of Background Fitting of E-Commerce Live Streaming on Consumers\u2019 Purchase Intentions: A Cognitive-Affective Perspective","volume":"16","author":"Shang","year":"2023","journal-title":"Psychol. Res. Behav. Manag."},{"key":"ref_21","doi-asserted-by":"crossref","first-page":"103793","DOI":"10.1016\/j.jretconser.2024.103793","article-title":"How Real-Time Interaction and Sentiment Influence Online Sales? Understanding the Role of Live Streaming Danmaku","volume":"78","author":"Zhang","year":"2024","journal-title":"J. Retail. Consum. Serv."},{"key":"ref_22","doi-asserted-by":"crossref","first-page":"1065","DOI":"10.1016\/j.procs.2024.10.335","article-title":"Impact of Gamification Elements on Live Streaming E-Commerce (Live Commerce)","volume":"245","author":"Fayola","year":"2024","journal-title":"Procedia Comput. Sci."},{"key":"ref_23","doi-asserted-by":"crossref","first-page":"765","DOI":"10.56442\/ijble.v5i1.490","article-title":"The Effect of Live Streaming Quality on Purchase Intention through Immersive Experience, Consumer Trust, and Perceived Value (Study of This Is April Consumers on TikTok)","volume":"5","author":"Oktaviani","year":"2024","journal-title":"Int. J. Bus. Law Educ."},{"key":"ref_24","first-page":"2255","article-title":"Purchase Intention in TikTok Streaming Commerce: The Role of Recommendation Accuracy, Streamer\u2019s Attractiveness, and Consumer-to-Consumer Interactions","volume":"19","author":"Wang","year":"2024","journal-title":"Rev. Manag. Sci."},{"key":"ref_25","doi-asserted-by":"crossref","first-page":"167","DOI":"10.1016\/j.jhtm.2021.03.012","article-title":"Limited Time or Limited Quantity? The Impact of Other Consumer Existence and Perceived Competition on the Scarcity Messaging\u2014Purchase Intention Relation","volume":"47","author":"Song","year":"2021","journal-title":"J. Hosp. Tour. Manag."},{"key":"ref_26","doi-asserted-by":"crossref","first-page":"101268","DOI":"10.1016\/j.elerap.2023.101268","article-title":"The Impacts of Gamification Designs on Consumer Purchase: A Use and Gratification Theory Perspective","volume":"59","author":"Che","year":"2023","journal-title":"Electron. Commer. Res. Appl."},{"key":"ref_27","doi-asserted-by":"crossref","first-page":"330","DOI":"10.1108\/ITP-02-2022-0091","article-title":"Consumers\u2019 Purchase Intentions in Social Commerce: The Role of Social Psychological Distance, Perceived Value, and Perceived Cognitive Effort","volume":"35","author":"Yang","year":"2022","journal-title":"Inf. Technol. People"},{"key":"ref_28","doi-asserted-by":"crossref","unstructured":"Jin, Y., Xie, G.-X., and Zhang, J. (2025). When Product Scarcity Backfires (or Doesn\u2019t): Limited Quantities Affect Perceived Retailer Sincerity in Online Promotions. J. Retail, in press.","DOI":"10.1016\/j.jretai.2025.11.001"},{"key":"ref_29","doi-asserted-by":"crossref","unstructured":"Vona, F., Schorlemmer, J., Kaulard, P., Fischer, S., Stemann, J., and Voigt-Antons, J.-N. (2025). Comparing User Behavior in Real vs. Virtual Supermarket Shelves: An Eye-Tracking Study Using Tobii 3 Pro and Meta Quest Pro. arXiv.","DOI":"10.1007\/978-3-031-94168-9_39"},{"key":"ref_30","doi-asserted-by":"crossref","first-page":"121529","DOI":"10.1016\/j.eswa.2023.121529","article-title":"EDSV-Net: An Efficient Defect Segmentation Network Based on Visual Attention and Visual Perception","volume":"237","author":"Huang","year":"2024","journal-title":"Expert Syst. Appl."},{"key":"ref_31","doi-asserted-by":"crossref","first-page":"38","DOI":"10.1007\/s10055-023-00903-y","article-title":"Eye-Tracking on Virtual Reality: A Survey","volume":"28","author":"Jurado","year":"2024","journal-title":"Virtual Real."},{"key":"ref_32","first-page":"53","article-title":"The Eye in Extended Reality: A Survey on Gaze Interaction and Eye Tracking in Head-Worn Extended Reality","volume":"55","author":"Plopski","year":"2022","journal-title":"ACM Comput. Surv."},{"key":"ref_33","first-page":"158","article-title":"Eye-Tracking Technologies in Mobile Devices Using Edge Computing: A Systematic Review","volume":"55","author":"Gunawardena","year":"2022","journal-title":"ACM Comput. Surv."},{"key":"ref_34","doi-asserted-by":"crossref","unstructured":"Migkos, S.P., Giannakopoulos, N.T., and Sakas, D.P. (2025). Impact of Influencer Marketing on Consumer Behavior and Online Shopping Preferences. J. Theor. Appl. Electron. Commer. Res., 20.","DOI":"10.20944\/preprints202504.0787.v1"},{"key":"ref_35","doi-asserted-by":"crossref","first-page":"114016","DOI":"10.1016\/j.jbusres.2023.114016","article-title":"Footwear Consumer Behavior: The Influence of Stimuli on Emotions and Decision Making","volume":"164","author":"Capatina","year":"2023","journal-title":"J. Bus. Res."},{"key":"ref_36","doi-asserted-by":"crossref","first-page":"101382","DOI":"10.1016\/j.elerap.2024.101382","article-title":"Users\u2019 Processing of Online Marketplace Listings for High and Low Involvement Goods","volume":"65","author":"Gorton","year":"2024","journal-title":"Electron. Commer. Res. Appl."},{"key":"ref_37","first-page":"109","article-title":"Co-Located Human\u2013Human Interaction Analysis Using Nonverbal Cues: A Survey","volume":"56","author":"Beyan","year":"2023","journal-title":"ACM Comput. Surv."},{"key":"ref_38","doi-asserted-by":"crossref","first-page":"103884","DOI":"10.1016\/j.jretconser.2024.103884","article-title":"Don\u2019t Be a Hamster! Social Appeals to Curb Panic Buying at the Point-of-Sale","volume":"79","author":"Arnet","year":"2024","journal-title":"J. Retail. Consum. Serv."},{"key":"ref_39","doi-asserted-by":"crossref","first-page":"125","DOI":"10.4067\/S0718-18762021000200108","article-title":"Understanding Purchase Intention in O2O E-Commerce: The Effects of Trust Transfer and Online Contents","volume":"16","author":"Zhang","year":"2021","journal-title":"J. Theor. Appl. Electron. Commer. Res."},{"key":"ref_40","doi-asserted-by":"crossref","first-page":"440","DOI":"10.1002\/pchj.770","article-title":"Consumers\u2019 Variety-Seeking Behaviors under Time Pressure: Based on Regulatory Focus and Excitement Levels","volume":"13","author":"Yang","year":"2024","journal-title":"PsyCh J."},{"key":"ref_41","first-page":"16","article-title":"Social Presence and Purchase Intention in Live Streaming Shopping: Mediating Role of Trust and Psychological Distance","volume":"2","author":"Mishra","year":"2025","journal-title":"J. Adv. Account. Econ. Manag."},{"key":"ref_42","doi-asserted-by":"crossref","unstructured":"Chen, L.-R., Chen, F.-S., and Chen, D.-F. (2023). Effect of Social Presence toward Livestream E-Commerce on Consumers\u2019 Purchase Intention. Sustainability, 15.","DOI":"10.3390\/su15043571"},{"key":"ref_43","doi-asserted-by":"crossref","first-page":"111130","DOI":"10.1016\/j.engappai.2025.111130","article-title":"A Hybrid Detection Method for YouTube Fake News Using Related Video Data","volume":"156","author":"Kim","year":"2025","journal-title":"Eng. Appl. Artif. Intell."}],"container-title":["Journal of Theoretical and Applied Electronic Commerce Research"],"original-title":[],"language":"en","link":[{"URL":"https:\/\/www.mdpi.com\/0718-1876\/21\/2\/69\/pdf","content-type":"unspecified","content-version":"vor","intended-application":"similarity-checking"}],"deposited":{"date-parts":[[2026,2,20]],"date-time":"2026-02-20T10:46:38Z","timestamp":1771584398000},"score":1,"resource":{"primary":{"URL":"https:\/\/www.mdpi.com\/0718-1876\/21\/2\/69"}},"subtitle":[],"short-title":[],"issued":{"date-parts":[[2026,2,20]]},"references-count":43,"journal-issue":{"issue":"2","published-online":{"date-parts":[[2026,2]]}},"alternative-id":["jtaer21020069"],"URL":"https:\/\/doi.org\/10.3390\/jtaer21020069","relation":{},"ISSN":["0718-1876"],"issn-type":[{"value":"0718-1876","type":"electronic"}],"subject":[],"published":{"date-parts":[[2026,2,20]]}}}