From scarcity to impulse: how quantity and time constraints drive impulsive buying in blind box consumption in Thailand

Tedjakusuma, Adi Prasetyo and Kulachai, Waiphot and Silalahi, Andri Dayarana K. (2026) From scarcity to impulse: how quantity and time constraints drive impulsive buying in blind box consumption in Thailand. Cogent Business & Management, 13 (1). p. 2701502. ISSN 2331-1975

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Abstract

This study investigates the psychological mechanisms driving impulsive buying behaviour in blind box consumption among Thai consumers, using the Stimulus-Organism-Response (SOR) framework as its theoretical foundation. Survey data were collected from 500 blind box consumers in Thailand and analysed using PLS-SEM. Six of eight hypotheses were supported. Time scarcity emerged as the strongest FOMO trigger, while PHE was nearly twice as powerful as FOMO in driving anticipatory arousal. Anticipatory arousal exhibited a strong positive relationship with impulsive buying, whereas the interaction between self-control and anticipatory arousal was nonsignificant, indicating that the moderating role of self-control may be context dependent in hedonic and gamified consumption. The findings refine the application of the SOR framework by distinguishing quantity and time scarcity at the stimulus layer and specifying a sequential organism process through which FOMO and perceived hedonic excitement are associated with anticipatory arousal and impulsive buying.

Item Type:	Article
Uncontrolled Keywords:	scarcity; anticipatory arousal; FOMO; perceived hedonic excitement; impulsive buying; self-control
Subjects:	H Social Sciences > HD Industries. Land use. Labor
Divisions:	Faculty of Business and Economic > Department of Management
Depositing User:	BAMBANG SEPTIAWAN
Date Deposited:	15 Jul 2026 01:59
Last Modified:	15 Jul 2026 01:59
URI:	http://repository.ubaya.ac.id/id/eprint/50964

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