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2025
The Antecedents of Revenge Buying during the COVID-19 Pandemic: Evidence from the Luxury Industry
한국상품학회
김종대
논문정보
- Publisher
- 상품학연구
- Issue Date
- 2025-04-30
- Keywords
- -
- Citation
- -
- Source
- -
- Journal Title
- -
- Volume
- 43
- Number
- 2
- Start Page
- 41
- End Page
- 49
- ISSN
- 12266132
Abstract
This study investigates the underlying drivers of revenge buying behavior in the luxury sector during the COVID-19 pandemic. While prior research has largely treated revenge consumption as a form of compensatory behavior, the specific psychological motivations driving this phenomenon remain contested. Drawing on a cross-national dataset from 30 economically affluent countries, this study distinguishes two primary antecedents-perceived health threats and physical autonomy restrictions-and examines their respective effects on luxury consumption. Google Trends data on three representative luxury fashion brands (Gucci, Hermes, and Louis Vuitton) are employed as a proxy for consumer interest, and analyzed using a Gaussian copula model with Beta marginal distributions. The findings reveal that the number of COVID-19-related deaths significantly increased luxury brand interest, while higher vaccination rates reduced it. In contrast, government-imposed physical restrictions had no consistent effect. These results suggest that revenge buying is more accurately conceptualized as an emotionally compensatory response to existential threats, rather than a reactive behavior to the lifting of lockdown measures. The study contributes to the literature by offering a clear conceptual distinction b...
- 전남대학교
- KCI
- 상품학연구
저자 정보
| 이름 | 소속 |
|---|---|
| 김종대 | 경영학부 |