Pengaruh Scarcity Marketing dan Anticipated Regret terhadap Impulsive Buying melalui Arousal pada Tiktok
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Difa Muntiara Auliyah
*
Universitas Negeri Surabaya, Surabaya,
Indonesia
- Nadia Nur Thahirrah Universitas Negeri Surabaya, Surabaya, Indonesia (*) Corresponding Author
Abstract
The phenomenon of impulsive buying has become increasingly prevalent within TikTok's social commerce ecosystem, driven by scarcity-based promotional strategies. However, previous studies have reported inconsistent findings regarding which scarcity dimension exerts the strongest influence and the psychological mechanism underlying this behavior, particularly the role of anticipated regret. A quantitative explanatory design was adopted to investigate the proposed relationships among the study variables. The model considers limited-time scarcity and limited-quantity scarcity as predictors of impulsive buying, with arousal examined as a mediator and anticipated inaction regret as a moderator of the arousal and impulsive buying relationship. Data were obtained from 234 TikTok users in Indonesia who had previously made purchases through Flash Sale or Live Streaming Commerce features. Respondents were selected using purposive sampling, while the proposed research model was analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 3. The findings indicate that both limited-time scarcity and limited-quantity scarcity have a positive and significant effect on arousal. Furthermore, arousal positively and significantly influences impulsive buying. Mediation analysis confirms that arousal mediates the relationship between limited-time scarcity and impulsive buying, whereas its mediating role in the relationship between limited-quantity scarcity and impulsive buying is not statistically significant. Contrary to the proposed hypothesis, anticipated inaction regret does not strengthen the effect of arousal on impulsive buying and instead demonstrates a negative direction, although the relationship is not statistically significant. These findings suggest that anticipating regret does not necessarily intensify impulsive purchasing tendencies but may encourage consumers to make more cautious purchasing decisions. The novelty of this study lies in empirically testing anticipated inaction regret as a moderating variable in the arousal impulsive buying pathway, a conceptual position that remains underexplored within TikTok's live social commerce context. Theoretically, this study extends the application of Commodity Theory and the Competitive Arousal Model within the context of live social commerce, while also providing practical insights for digital marketers in designing time-based scarcity strategies.
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