This study attempts to extend the customer value–customer satisfaction–customer loyalty framework by introducing key constructs of scarcity messages as a major environmental stimulus and the urge to buy impulsively as its response in the context of group-buying social commerce, across countries including Korea and China. More specifically, this study proposes that scarcity messages influence customers’ value perception (i.e., utilitarian value and hedonic value. Moreover, the study suggests that scarcity messages and customer values arouse the urge to buy impulsively. In the Korean sample, the results show that scarcity messages increase both utilitarian and hedonic values as well as the urge to buy impulsively, which in turn enhances customers’ satisfaction and further loyalty. In the Chinese sample, relationships related to utilitarian value are insignificant. That is, scarcity messages only influence hedonic value which increases the urge to buy impulsively. Besides, customer satisfaction depends on utilitarian and hedonic values.