<p>With the diversification of consumer shopping channels and the rapid dissemination of information, enterprises must continually innovate marketing tools to attract consumers. As an emerging marketing strategy, product scarcity appeals have gradually received attention from enterprises. Despite the wide application of this strategy, relatively few studies have been conducted on its impact on consumer psychology. This study employs the psychological ownership theory and the fear of missing out theory to investigate the impact of product scarcity appeals (limited time scarcity and limited quantity scarcity) and anticipated regret (upward anticipated regret and downward anticipated regret) on consumers’ impulse buying intentions. Through questionnaire survey and situational experiment, this study found that: product scarcity appeals affects consumers’ impulse buying intentions; The fear of missing out plays a mediating role; Anticipated regret moderates the mediating effect of the fear of missing out. The findings of this study have implications for both theoretical and practical applications. From a practical standpoint, the findings offer insights for businesses seeking to effectively communicate product scarcity appeal and enhance their marketing communication impact. Additionally, the results provide guidance for consumers in recognizing the motivation behind product scarcity appeals and enhancing the rationality of their consumption decisions.</p>