Hunger marketing is widely used in live streaming, but the research on how the application of hunger marketing strategies affects consumers' impulsive purchasing behavior is lack.A structural equation model was constructed based on the SOR（stimulus-organism-response) theory, and data were collected through a questionnaire survey. Then, the collected data were analyzed using SPSS 19.0 and Amos 22 software.The results show that anchor characteristics, online reviews, promotional incentives, and promotional quantity restrictions have significant positive impacts on perceived value. However, promotional time restrictions do not have a significant impact on perceived value. Additionally, promotional time restrictions and promotional quantity restrictions have significant positive impacts on perceived competitiveness, and both perceived value and perceived competitiveness have significant positive impacts on consumers' impulsive buying behavior.