A STUDY ON THE MECHANISM OF THE INFLUENCE OF BLIND BOX MARKETING ON CONSUMERS' PURCHASE INTENTION

In recent years, blind box marketing has rapidly emerged as a novel consumption format, drawing significant attention from consumers. However, there remains a gap in research on how blind box marketing influences consumers' purchase intentions. This study aims to explore the mechanism behind the influence of blind box marketing on consumer purchase intentions from the consumer's perspective. We propose relevant research hypotheses based on cognitive theory and the SOR (stimulus-organization-Response) model. We collected data through a questionnaire survey, analyzed it using SPSS software, and employed structural equation modeling to validate the research hypotheses. The results indicate that the social attributes of blind box marketing, product exclusivity, perceived risk, and perceived enjoyment all have a significant positive impact on perceived value and consumers' purchase intentions. These factors, particularly within the context of blind box marketing, significantly enhance consumers' purchase intentions by influencing their perceived value, thus confirming the mediating role of perceived value. Lastly, the study provides a theoretical framework for formulating blind box marketing strategies and offers new perspectives for companies engaged in blind box marketing practices.