Changes in consumption patterns during the COVID-19 pandemic: Analyzing the revenge spending motivations of different emotional groups
- Title
- Changes in consumption patterns during the COVID-19 pandemic: Analyzing the revenge spending motivations of different emotional groups
- Author
- 이창준
- Keywords
- Revenge spending; Shopping behavior; COVID-19; Emotions during a pandemic
- Issue Date
- 2022-03
- Publisher
- ELSEVIER SCI LTD
- Citation
- JOURNAL OF RETAILING AND CONSUMER SERVICES, v. 65, NO 3, Page. 1-16
- Abstract
- People tend to alleviate their negative emotions by shopping. Considering the change of shopping behavior
during COVID-19 outbreak, negative emotions are the key contributors to this change. In this light, this study
aims to investigate how negative emotions caused by COVID-19 affect shopping behaviors. This study classified
consumer groups based on their perceived negative emotions (i.e., anxiety, fear, depression, anger, and
boredom). By clustering analysis, four groups (i.e., group of anxiety, depression, anger, and indifference) were
derived. Then, this study examined how each of the emotional groups differently affect the shopping-related
motivations (i.e., mood alleviation, shopping enjoyment, socialization seeking, and self-control seeking) and
shopping behaviors (i.e., shopping for high-priced goods and buying of bulk goods). Results revealed all
emotional groups affect socialization seeking and influence high-priced shopping intentions. However, depres-
sion and indifference are positively associated with socialization seeking and influence bulk shopping intentions.
In addition, other emotions except for anxiety affect mood alleviation and influence high-priced shopping in-
tentions. Finally, anger is associated with self-control seeking and affects bulk shopping intentions. This study
enables practitioners and researchers to better understand how people control negative emotions by shopping in
pandemic situations such as the current COVID-19 crisis.
- URI
- https://www.sciencedirect.com/science/article/pii/S0969698921004409https://repository.hanyang.ac.kr/handle/20.500.11754/170944
- ISSN
- 0969-6989
- DOI
- 10.1016/j.jretconser.2021.102874
- Appears in Collections:
- COLLEGE OF COMMUNICATION[E](언론정보대학) > ETC
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