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Compensatory consumption during the COVID-19 pandemic: exploring the critical role of nostalgia in sport consumer behaviour.
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- Author(s): Cho, Heetae; Oh, Ga-Eun; Chiu, Weisheng
- Source:
Journal of Marketing Management; Dec2021, Vol. 37 Issue 17/18, p1736-1763, 28p, 2 Diagrams, 4 Charts- Subject Terms:
- Source:
- Additional Information
- Subject Terms:
- 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. [ABSTRACT FROM AUTHOR]
- Abstract: Copyright of Journal of Marketing Management is the property of Routledge and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)
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