Limited-Quantity Scarcity and Streamer Creative Language: The Dual Effects on Live-Streaming Buying Behavior in Tourism E-Commerce

Abstract

This study explores how limited-quantity scarcity and a streamer's language strategy interact to influence consumers' immediate buying behavior in tourism e-commerce live-streaming promotions. We conducted six online scenario experiments to explore these dynamics. The findings reveal that under low limited-quantity conditions, a streamer's creative description significantly enhances consumers' anticipated elation, thereby effectively promoting immediate buying behavior. Conversely, when limited-quantity is high, creative descriptions may trigger psychological reactance, making creative descriptions more ineffective in driving immediate buying behavior. Moreover, this study shows that consumer skepticism moderates these effects by weakening the positive influence of anticipated elation and intensifying the negative impact of psychological reactance. These insights offer theoretical guidance for designing effective live-streaming marketing strategies and provide tourism enterprises with practical frameworks for balancing scarcity cues and language approaches during promotional activities.