COVID-19 대유행 이후의 보복소비 : 코로나바이러스 위험인식에 따른 소비욕구와 보상소비 비교분석

Abstract

All industries have been in crisis due to the risk of spreading the coronavirus, and the sports industry is no exception. Research on how suppressed people's potential consumption needs are and how they will explode in the recovered consumption situation should be implemented. The purpose of this study is to compare and analyze the differences in consumption needs and compensation consumption according to the degree of consumers' risk perception of COVID-19. Considering the quarantine situation in which the timing of the virus's end cannot be predicted in detail, but the timing of stabilization is gradually approaching, research attempts to analyze consumer behavior are needed. A total of 281 surveys were collected on/offline, and a Multivariate analysis of variance was conducted for comparative analysis after confirming the validity and reliability of the scale using SPSS 23.0 version. As a result, differences in consumption needs and compensation sentiment were revealed between the three groups classified according to the degree of risk perception. Specifically, consumers with high risk perception of viruses revealed emotional consumption needs and compensation consumption. In the end, the results of this study showed that explosive revenge consumption due to potential consumption needs will occur, so marketing preparations should be made in the sports industry accordingly.