Financial Literacy, Live Commerce, Scarcity, and Double-Date Discounts: E-Commerce Impulsive Buying in S-O-R

Riska Yustisiana; Bintang Andhyka; Wasi Widayadi; Fachri Affandi; Athia Zerlina

doi:10.32535/ijabim.v11i2.4690

Financial Literacy, Live Commerce, Scarcity, and Double-Date Discounts: E-Commerce Impulsive Buying in S-O-R

Riska Yustisiana, Bintang Andhyka, Wasi Widayadi, Fachri Affandi, Athia Zerlina

Abstract

The rapid development of TikTok Live commerce has transformed how consumers interact with sellers and make purchasing decisions. This study examines the effects of TikTok Live commerce, scarcity, and double-date discount campaigns on impulse buying, with financial literacy as a moderating variable. A quantitative cross-sectional survey was conducted with 131 Indonesian TikTok users who had watched TikTok Live selling sessions and purchased products through TikTok Shop. The data were analyzed using partial least squares structural equation modeling (PLS-SEM). The findings show that TikTok Live commerce has a significant negative effect on impulse buying (b = ?0.160, p = 0.030), while double-date discount campaigns also have a significant negative effect (b = ?0.486, p < 0.001). Scarcity has no significant effect (b = 0.087, p = 0.273). Financial literacy does not significantly moderate the effects of TikTok Live commerce, scarcity, or double-date discount campaigns on impulse buying (all p > 0.05). The model explains 29.9% of the adjusted variance in impulse buying. These findings suggest that promotional interactivity, urgency, and scheduled discounts do not necessarily generate unplanned purchases among the respondents. Social commerce businesses should therefore emphasize credible information, product transparency, and engaging customer experiences.

Keywords

Double-Date Discounts; Financial Literacy; Impulsive Buying; Scarcity; Live Commerce

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DOI: https://doi.org/10.32535/ijabim.v11i2.4690