The effect of blind box product uncertainty on consumers’ purchase intention: The mediating role of perceived value and the moderating role of purchase intention

Abstract

As the younger generation, who like to pursue novelty and excitement, becomes the main consumer and the traditional consumption culture changes in China, the blind box has become a popular product among young people with its uncertain characteristics. Previous studies have mainly explored the role of uncertainty in promotion, while this paper focuses on the role of uncertainty in daily sales of blind box products. Based on the stimulus–organism–response (SOR) theory, this paper conducted an online questionnaire survey and an empirical analysis in China, which examined the mechanism of the positive impact of uncertainty and the moderating effect of consumption purpose. The results show that uncertainty affects consumers’ purchase intention mainly through affecting their emotional value, which is one dimension of perceived value; consumer purpose also moderates the effect of uncertainty on perceived value, and the effect of perceived value on purchase intention. The results of this study are not only of great significance for understanding the uncertain marketing and blind box products, but also have management implications for enterprises to make use of the uncertain marketing.

The Effect of Perceived Discrimination on Social Alienation of Probationers: Evidence from China

“…Perceived discrimination. The Perceived Discrimination Questionnaire (PDQ; Zhang & Ye, 2019) was used to evaluate the current degree of perceived discrimination in social life and work experienced by the surveyed probationers. This is a measurement tool composed of ten items on a five-point scale identifying the degree of discrimination perceived by probationers from strongly disagree (1) to strongly agree (5).…”

Why Does the Blind Box Become the "Maotai" of Contemporary Young People?

“…Even if content expectations are negative, people experience temporary relief in resolving uncertainty. Moreover, innate optimism theory suggests that many people subconsciously think they are lucky and estimate outcomes optimistically [2].…”

A Study of the Factors Influencing the Generation of Consumer Buying Behavior in Blind Box Marketing

“…Zhang Yi et al (2022) introduced the concept of perceived value when the empirical analysis generated the blind box purchase intention, and divided it into functional value, emotional value and social value [3] . Therefore, there is some theoretical basis for studying the relationship between customer's perceived value and consumer's purchasing motivation and behavior in the "blind box marketing".…”