From inspired-by to inspired-to: uncovering the factors that influence blind box purchase intention

Purpose Blind box retailing is becoming a prominent marketing strategy. Despite its growing popularity, however, the literature does not sufficiently explain the psychological influence of this strategy on customers and their purchase intentions; in particular, the negative pathway linking these variables through obsessive passion (OP) remains unexplored. Guided by the customer inspiration framework and the dualistic model of passion, this study aims to reveal the psychological mechanisms underlying customers’ blind box purchase intention. Design/methodology/approach A quantitative survey involving 573 blind box customers in China was conducted. The relationships between customer inspiration, sensation-seeking, harmonious passion (HP) and OP were tested using partial least squares structural equation modeling. Findings The results reveal that an inspired-by state positively influences customers’ purchase intention, with HP and OP mediating this relationship. Sensation-seeking positively moderates the relationship between the inspired-by state and OP, further strengthening the mediating effect. Originality/value This study extends customer inspiration theory by showing how customers’ blind box purchase intention is driven by different psychological pathways. By examining both the positive and negative sides of customer inspiration, this study facilitates a nuanced understanding of this retail strategy. Furthermore, the study provides practical insights for marketers aiming to improve retail design while helping to prevent excessive or addictive purchasing.