A Comprehensive Review of the Blind Box Economy

Abstract

Blind box, an unlabeled box containing different styles of random uncertain goods, is a newly spring-up marketing strategy that utilizes consumers intention of pursuing uncertainty and surprise to stimulate the consumption temptation. The blind box economy has obtained rapid development in recent years, arousing a consumption boom of this kind of uncertain goods. Despite the large amount of sales revenue received in the blind-box market, this fresh and developing economic form still has some drawbacks and problems awaiting to be solved. Although current studies on blind box economy are scarce in number, researchers are still making efforts to extend the analysis scope. This paper sorts and reviews previous studies of the blind box economy. Firstly, the background information about the blind-box economy trend is introduced. Secondly, the paper clarifies the reasons for the blind box market emergence based on behavioral economics. Finally, the potential problems and relevant suggestions for the blind box market are covered. In the conclusion part, the limitations and possible improvements of current research are discussed. This paper finds out that consumers irrational purchasing behavior is one of the most significant reasons for the blind-box economy prevalence and potential problems.