The functions and influence mechanism on purchase intention of future - oriented emotions induced by limited-quantity promotion are explored with a literature review based on the theory of goal oriented decision-making and sales promotion. Next，five psychological experiments are conducted to test a series of hypotheses，by classifying future-oriented emotion into hope，anxiety，anticipated rejoice and anticipated regret， and classifying the type of scarcity into quantitative scarcity due to production and quantitative scarcity due to sales. The following empirical results are obtained. First，the intensity of future-oriented emotions and purchase intention induced by two types of scarcity are remarkably different，and the impact of quantitative scarcity due to production is much stronger. Second，the product category plays a moderating role in the impact of types of scarcity. Particularly，the quantitative scarcity due to production is more applicable to sales promotion of conspicuous products，while quantitative scarcity due to sales is more suited to non-conspicuous products. Third，the quantity of scarcity can also moderate the impact caused by the two types of scarcity with conspicuous products. Fourth，the result of simple linear regression confirms that，in the promotional situation of conspicuous products，hope，anxiety，anticipated rejoice and anticipated regret can affect subsequent purchase intention significantly. However，the result of multiple regression reveals that the impact hope exerts on purchase intention is most significant，followed by anticipated regret and anticipated rejoice，while anxiety is not significant. The above research conclusions are not only beneficial for companies to enhance the effect of limited-quantity promotion，but also conducive to further understanding the impact of future-oriented emotions.