Revenge buying after the lockdown: Based on the SOR framework and TPB model |
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| Institution: | 1. Department of International Logistics, Chung-Ang University, Seoul, Republic of Korea;2. Graduate School of Management of Technology, Pukyong National University, Busan, Repulblic of Korea;3. School of Economics and Management, Chang’An University, Xi''an, China;1. SHU-UTS SILC Business School, Shanghai University, 20 Chengzhong Road, Jiading, Shanghai, 201899, China;2. Business School, University of Technology Sydney, 15 Broadway, Ultimo, NSW, 2007, Australia;3. Graduate School of China, Sungkyunkwan University, International Hall, 25-2 Sungkyunkwan-ro, Jongno-gu, Seoul, 03063, South Korea;1. Department of Active Aging Industry, CHA University, South Korea;2. School of AI Healthcare, CHA University, South Korea;1. Department of Industrial & Data Engineering, Hongik University, Wausan-ro 94, Mapo-Gu, Seoul 04066, South Korea;2. Department of Industrial and Management Engineering, Pohang University of Science and Technology, 77, Cheongam-ro, Nam-gu, Pohang-si, Gyeongsangbuk-do, 37673, South Korea;3. Department of Mathematics, Jadavpur University, Kolkata, 700032, India;4. Department of Industrial Engineering, Yonsei University, 50 Yonsei-ro, Sinchon-dong, Seodaemun-gu, Seoul 03722, South Korea;5. Center for Transdisciplinary Research (CFTR), Saveetha Dental College, Saveetha Institute of Medical and Technical Sciences, Saveetha University, 162, Poonamallee High Road, Velappanchavadi, Chennai, Tamil Nadu 600077, India;1. Sprott School of Business, Carleton University, 7007 Nicol, 1125 Colonel By Drive, Ottawa, ON, K1S 5B6, Canada;1. University of Wuppertal, Schumpeter School of Business and Economics, Walbusch Chair of Multi-Channel-Management, Gaußstr. 20, D-42119, Wuppertal, Germany;2. University of Economics in Katowice, Department of Marketing, ul. 1 Maja 50, 40-227, Katowice, Poland;1. College of Business, Tennessee Technological University, Cookeville, TN, 38505, USA;2. College of Business Administration, Inha University, 100, Inha-ro, Minchuhol?gu, Incheon, 22212, South Korea |
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| Abstract: | With the end of the pandemic and the lifting of the lockdown, the consumer market experienced revenge buying. The purpose of this study is to investigate the causes of revenge buying using the stimulus–organ–response (SOR) framework and the theory of planned behavior (TPB) model. Structural equation modeling was used to analyze data collected from 350 residents of Shanghai, China, after the city’s lockdown was lifted. The findings imply that perceived scarcity, perceived susceptibility, and social influence regarding the lockdown can stimulate individuals’ anxiety, inducing behavioral intentions and ultimately leading to revenge buying consumer behavior. Theoretically, this study provides a novel explanation of revenge buying behavior. Additionally, conclusions offer ramifications for management and implementation strategies for dealing with revenge buying after sudden disasters. |
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| Keywords: | Revenge buying Lockdown SOR framework TPB model Structural equation modeling |
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