Generation Z's Surprise Narrative and Value Monetization: The Operation Logic and Risk of Blind Box Marketing

Abstract

As fashion consumer products, blind boxes have caused a sensation among the market and Generation Z youth. It brings surprises but also doubts, risks and challenges to the market and consumers. What influences the purchase decision of a blind box? This article discusses blind box purchases for Gen Z people. Gen Z people This article discusses the limited scope of the population. Taking the classical theory of perceived value as a clue, this article narrates the surprise narrative of the blind box by combing the experience of blind box purchase. In the process of research, the authors discovered the behavioral phenomenon of blind box purchase through the one-to-one correspondence between perceived value and blind box purchase experience. The author discusses the operating logic and risks of blind boxes and responds to this question. Compared with previous articles, this paper is innovative in tracking the blind box purchase experience process and quantifying perceived value and inconsistency.