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

Author

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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)

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.

Suggested Citation

  • Jun Liu & Yuxuan Chen & Cong Tan & Junhao Fan, 2025. "The Impact of Restrictive Promotions on Impulse Purchasing Behavior : A Mixed Methods Study Based on Chinese Data," British Journal of Business and Psychology Research, Porcelain Publishing International Limited, vol. 1(4), pages 19-34.
    • Handle: RePEc:ris:bjobpr:022019
    DOI: 10.47297/ppibjbpr2025010402
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