The Impact of Restrictive Promotions on Impulse Purchasing Behavior: A Mixed Methods Study Based on Chinese Data

Jun Liu, Yuxuan Chen, Cong Tan and Junhao Fan
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Jun Liu: School of Business, Xiangtan University, Xiangtan 411105, China
Yuxuan Chen: School of Business, Xiangtan University, Xiangtan 411105, China
Cong Tan: School of Business, Xiangtan University, Xiangtan 411105, China
Junhao Fan: School of Business, Xiangtan University, Xiangtan 411105, China

British Journal of Business and Psychology Research, 2025, vol. 1, issue 4, 19-34

Abstract: Restrictive promotions have become a regular tactic on online platforms to stimulate consumer purchasing desire. Based on SOR theory, the study combines partial least squares structural equation modeling (PLS-SEM) and fuzzy set qualitative comparative analysis (fsQCA) methods to explore the mechanism of restrictive promotions on consumers impulse purchasing behavior. The study found that: (1) restrictive promotions increase perceived value and downward anticipated regret; (2) perceived value and downward anticipated regret positively mediate the effects of restrictive promotions on impulse purchasing behavior; (3) There is a “cognitive-emotional synergistic” configurational antecedents pattern for impulse purchasing behavior. This paper contributes to understanding of the influencing factors of impulse purchasing behavior, providing theoretical guidance for the marketing strategy of online shopping platforms.

Keywords: Restrictive Promotions; Downward Anticipated Regret; Perceived Value; Impulse Purchasing Behavior (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:ris:bjobpr:022019

DOI: 10.47297/ppibjbpr2025010402

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