A new understanding of Chinese luxury consumers' spending surge: role of pandemic-related negative emotions

Abstract

This study examines the motivations and antecedents of consumers' revenge-spending behaviour in the post-pandemic and the moderating effects of negative emotions on the relationship between these antecedents and revenge-spending behaviour. Data collection was conducted in China regarding the luxury fashion industry. 481 respondents were analysed using structural equation modelling. The results indicate that positive mood reinforcement, arousal need, and material resource need positively influence revenge spending. Moreover, boredom, depression, fear, and anxiety exhibited varying moderating effects on revenge-spending behaviour, depending on preceding factors. This study provides recovery strategies for businesses based on psychological antecedents and well-being outcomes of revenge spending.