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

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.