Consumption Habits in Revenge-Buying: A Conceptual Model Integrating Protection Motivation Theory and the Concept of Attitudes

Upon lifting lockdown measures, pent-up consumer demand resulted in a phenomenon known as “revenge-buying” that was influenced by cognitive and habitual factors. This study collected 629 samples from Beijing consumers using straightforward online random sampling methods, ensuring the sample’s representativeness. Structural equation modeling was employed to investigate the impact of cognitive factors on revenge-buying after lockdowns and explain this phenomenon from the consumers’ habitual behavior perspective. Specifically, we developed a novel model that incorporates insights from the concept of attitudes and habits literature within the framework of the protection motivation theory to address this research question. The results reveal that habit significantly affects all cognitive factors, except response cost. Cognitive factors such as perceived severity, perceived vulnerability, response efficacy, self-efficacy, and response cost all play a role in shaping consumers’ attitudes and driving revenge-buying behavior. Furthermore, consumers’ habits contribute significantly to their likelihood of revenge-buying. This study provides empirical evidence for revenge-buying, and the proposed theoretical model offers a more complete understanding of the cognitive factors and habits that drive this behavior. These findings can help businesses to attract consumers, improve satisfaction, and better compete in the context of revenge-buying, ultimately benefiting both consumers and businesses involved in this behavior.