Compensatory consumption during the COVID-19 pandemic: exploring the critical role of nostalgia in sport consumer behaviour

Heetae CHO, Ga-Eun (grace) OH, Weisheng CHIU*

*Corresponding author for this work

Research output: Journal PublicationsJournal Article (refereed)peer-review

2 Citations (Scopus)

Abstract

During the COVID-19 pandemic, sport consumers have been deprived of many of their usual fitness activities due to social distancing measures. Individuals accordingly vary in perceptions, emotions, and behaviours regarding the COVID-19 situation. Thus, this study examined the interrelationships among the perception of COVID-19, boredom, nostalgia, and compensatory behaviours of sport consumers. Data were collected from 608 sport consumers in the United States and analysed using partial least squares structural equation modelling. Results showed that the perception of COVID-19 positively affected boredom and nostalgia. Boredom produced positive effects on nostalgia, browsing, and impulse buying behaviour with regard to fitness products. Nostalgia was positively associated with browsing, which was positively related to impulse buying behaviour. The present study revealed sport consumers’ compensatory responses to the distinctive emotions elicited by the perception of COVID-19.
Original languageEnglish
Number of pages28
JournalJournal of Marketing Management
Early online date6 Dec 2021
DOIs
Publication statusE-pub ahead of print - 6 Dec 2021

Bibliographical note

Publisher Copyright:
© 2021 Westburn Publishers Ltd.

Keywords

  • COVID-19
  • boredom
  • nostalgia
  • online browsing
  • impulse buying
  • sport consumer

Fingerprint

Dive into the research topics of 'Compensatory consumption during the COVID-19 pandemic: exploring the critical role of nostalgia in sport consumer behaviour'. Together they form a unique fingerprint.

Cite this