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Revenge buying after the lockdown: Based on the SOR framework and TPB model

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  • Liu, Yanfeng
  • Cai, Lanhui
  • Ma, Fei
  • Wang, Xueqin

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.

Suggested Citation

  • Liu, Yanfeng & Cai, Lanhui & Ma, Fei & Wang, Xueqin, 2023. "Revenge buying after the lockdown: Based on the SOR framework and TPB model," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    • Handle: RePEc:eee:joreco:v:72:y:2023:i:c:s0969698923000103
    DOI: 10.1016/j.jretconser.2023.103263
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    Cited by:

    1. Fu, Shixuan & Zheng, Xiaojiang & Wang, Hongpeng & Luo, Yunzhong, 2023. "Fear appeals and coping appeals for health product promotion: Impulsive purchasing or psychological distancing?," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    2. Liu, Yanfeng & Li, Xue & Yuen, Kum Fai, 2023. "Revenge buying: The role of negative emotions caused by lockdowns," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    3. Liu, Chih-Hsing & Dong, Tse-Ping & Vu, Ho Tran, 2023. "Transformed virtual concepts into reality: Linkage the viewpoint of entrepreneurial passion, technology adoption propensity and advantage to usage intention," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    4. Martinez, Luisa M. & Pacheco, Natália & Ramos, Filipe R. & Bicho, Marta, 2023. "Would you try it again? Dual effects of customer mindfulness on service recovery," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    5. Nguyen Thi Hai Binh, 2024. "Impulse Buying Behavior of Consumers Through Social Commerce in Ho Chi Minh City," EconStor Preprints 281802, ZBW - Leibniz Information Centre for Economics.

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