The Impact of Consumer Shopping Motives on Revenge Spending Psychology, Purchase B ehavior, and S atisfaction: Focused o n Chinese Consumers

Purpose: With the emergence of COVID-19 in 2020, countries worldwide implemented control policies for the prevention of infectious diseases. Consequently, social gatherings were prohibited, travel was restricted, and people’s spending was constrained accordingly. Subsequently, as restrictions were lifted, the desire f or consumption surged to i ts highest level, leading to economic recovery and development. This study aimed to identify the shopping motives influencing the retaliatory consumption psychology of Chinese luxury consumers and examined the relationships among consumer retaliatory consumption psychology, luxury purchasing behavior, and satisfaction. Research design, data, and methodology: This study used a survey to explore the impact of retaliatory consumption psychology and purchasing behavior on Chinese consumers based on their shopping motives. Data collection was conducted through questionnaires, with the survey taking place from July 11 to 20, 2023, utilizing the Chinese platform (Wenjuanxing). A total of 484 questionnaires were used f or empirical analysis. The s tudy employed a Likert 5-point scale, and IBM SPSS version 27.0 and Amos 26.0 programs were used for data analysis. Results: T he r esults i ndicated t hat the sub-variables of consumer shopping motives, namely mood transf ormation, pleasure pursuit, social pursuit, and selfcontrol pursuit, all positively influenced retaliatory consumption psychology. Retaliatory consumption psychology positively influenced luxury purchasing behavior, and it also had a positive impact on post-purchase satisfaction. Implications: This study investigated the motivations behind consumer retaliatory consumption psychology and its relationship with purchasing actions and postpurchase satisfaction. The author aims to provide a foundation for businesses to better understand and meet consumer needs.