MAKING UP FOR LOST TIME: ANALYSIS OF REVENGE BUYING INTENTION IN THE POST-PANDEMIC SCENARIO

Purpose: Given the theoretical incipience of revenge buying, this research seeks to contribute to its literature by building a theoretical-explanatory model drawing upon reactance theory. We aim to analyze the relationships among fear of COVID-19, perceived behavioral control, loneliness, and revenge buying intention. Design/methodology/approach: Data were collected from 781 valid participants via an online survey and analyzed through the structural equation modelling technique. Findings: The main results indicate that fear of COVID-19 is the strongest factor to explain the revenge buying intention in the post-pandemic scenario. In a counterintuitive way, it is identified that the perceived behavioral control and loneliness are not explanatory factors. Probably the restoration of behavioral control takes place through other mechanisms, such as online shopping. Furthermore, high levels of loneliness can induce individuals to look for social events and travel as a compensatory strategy. Originality/value: This study is among the first to analyze the antecedents of revenge buying intention. Also, it adds value to literature by examining for the first time the interrelationship of fear of COVID-19, perceived behavioral control, loneliness, and revenge buying intention. Theoretical/methodological contributions: This study brings a new perspective to the theoretical basis of revenge buying. Also, given the early stage of revenge buying literature, this study is valuable as it contributes to the construct of theoretical consolidation.