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Drives of in-store revenge consumption in the post-pandemic: A study in China

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  • Le, Hoang Tran Phuoc Mai
  • Park, Jungkun

Abstract

This paper aims to develop a revenge consumption model based on psychological needs according to self-determination theory and retail therapy. The moderation of therapeutic shopping value was also investigated. The study was conducted through an online survey, which was sent to a panel data in China and analyzed by Structural Equation Modeling with 916 responses. The results show that five psychological needs (competence, autonomy, relatedness, arousal, and materialism) are predictors of in-store revenge consumption, driving life satisfaction. Finally, therapeutic shopping value moderates the effect of psychological needs on revenge consumption. Recommendations were given to managers to develop strategies to leverage in-store revenge consumption in the post-pandemic.

Suggested Citation

  • Le, Hoang Tran Phuoc Mai & Park, Jungkun, 2024. "Drives of in-store revenge consumption in the post-pandemic: A study in China," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    • Handle: RePEc:eee:joreco:v:79:y:2024:i:c:s0969698924001401
    DOI: 10.1016/j.jretconser.2024.103844
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    References listed on IDEAS

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