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

Heetae Cho, Ga Eun Oh, Weisheng Chiu

Research output: Contribution to journalArticlepeer-review

19 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
Pages (from-to)1736-1763
Number of pages28
JournalJournal of Marketing Management
Volume37
Issue number17-18
DOIs
Publication statusPublished - 2021

Keywords

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

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