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This study analyzes the results of a consumption-related keyword search on YouTube from January 2020 to March 2021, the early stage of COVID-19. The COVID-19 pandemic limited social interaction and contact between people and investigated the "consumption" keyword response in these psychological confusion, anxiety, and uncertainty situations. YouTube comments and videos were for data analysis, and the Pagerank analysis identified five keyword categories: First, 'Retaliation consumption' was searched for investment and stocks as related keywords. It is 'coupon consumption,' there are cash, subsidies, low-income families, taxes, and discounts as related keywords. Second, As a "smart consumption," they are interested in the consumption of coupons at marts, and the income reduced by the pandemic has led them to be interested in discounted products at marts. Third, one of the characteristics of consumption during COVID-19 is eating out consumption, such as delivery and discounts.
Consumers choose delivery services over stores due to social distancing and psychological fear and prefer eating out at a discount. The last keyword category was travel consumption, and there are low-income class, dining out, coupons, and discounts as related keywords. It is due to the restrictions on traveling with reduced income or social distance and instead is interested in eating out to provide coupon discounts. This keyword analysis suggests consumption interests in pandemic situations. In the early days of a pandemic-like situation that has created uncertainty in the future, it can be helpful for information to understand what consumption behaviors consumers will be interested in at the corporate level. This study presented theoretical and practical implications for retaliatory consumer behavior and coupon consumption shown in the search results and limitations of the research conclusions.