The Antecedents of Revenge Buying during the COVID-19 Pandemic: Evidence from the Luxury Industry

• 발행기관: 한국상품학회
• 저자명: Youseok Lee Jongdae Kim
• 간행물 정보: 『상품학연구』제43권 제2호, 41~49쪽, 전체 9쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2025.04.30

국문 초록

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, Hermès, 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 between health-related and autonomy-related motivations, introducing a novel methodological approach and providing practical implications for luxury brand managers operating in post-pandemic markets.

목차

Ⅰ. Introduction

Ⅱ. Theoretical Background

Ⅲ. Data

Ⅳ. Empirical Model and Results

Ⅴ. Conclusion

Reference

키워드

compensatory buying revenge buying luxury goods COVID-19 Gaussian copula model