Empirical Research on How Product Features of Blind Box Affect Consumers' Purchase Intention—Based on Structural Equation Modeling

DOI

10.2991/978-94-6463-042-8_121How to use a DOI?

Keywords

Blind box; Probabilistic goods; Collection; Investment; Uncertainty; Positive emotions; Purchase intention

Abstract

A blind box refers to a box with randomicity which consumers cannot know what is in beforehand. The industry has been developed into the period that “everything can be a blind box” and a wide variety of blind boxes emerge in an endless stream. Concentrating on the emergent and prevalent toys—POP MART blind boxes, which are the combination of probabilistic goods, artistic collectibles and alternative investments, this paper discusses how product features impact on the willingness to consume. The writer divides the attributes into three dimensions—the collection, investment and uncertainty. Considering features as independent variables, positive emotions as intermediary variable and purchase intention as dependent variable, the author explores the influence of blind box’s product characteristics on positive emotions and purchase intention. Calculated with structural equation modeling, what the empirical analysis of 282 usable questionnaires suggests is as follows: Firstly, the direct effect of product features on both positive emotions and purchase intention is significant. Secondly, not only does positive sentiment have a significant and positive impact on purchase intention, but it also plays an intermediary role between product characteristics and purchase intention. Furthermore, collection has the greatest impact on purchase intention, followed by investment and uncertainty. The uncertainty is dominant in the influencing factors of positive emotions, while the collection is in the middle and the investment is minimal. The conclusions of this paper are instructive to make marketing strategy for companies.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Kexi Pang
AU  - Weihao He
AU  - Haoyue Liu
AU  - Xinyu Tang
AU  - Yuxuan Liao
PY  - 2022
DA  - 2022/12/29
TI  - Empirical Research on How Product Features of Blind Box Affect Consumers' Purchase Intention—Based on Structural Equation Modeling
BT  - Proceedings of the 2022 International Conference on mathematical statistics and economic analysis (MSEA 2022)
PB  - Atlantis Press
SP  - 849
EP  - 856
SN  - 2352-538X
UR  - https://doi.org/10.2991/978-94-6463-042-8_121
DO  - 10.2991/978-94-6463-042-8_121
ID  - Pang2022
ER  -