The Influence of Blind Box Marketing on Consumers' Purchase Intention
-- Taking "POPMART" as an Example
DOI:
https://doi.org/10.54097/hiaad.v4i2.13494Keywords:
Blind Box Marketing, Willingness to Continue Buying, Perceived ValueAbstract
In order to explore the relationship between blind box marketing and consumers' continuous purchase intention, this paper proposes a relationship model of the impact of four aspects of value perception, namely economic value, IP value, symbolic value and social value, brought by blind box marketing on consumers' continuous purchase intention. (1) The case analysis is carried out with the POPMART player group as the main research object, and the purchasing motives of consumers in the blind box culture are analyzed by interpreting the consumption phenomenon of blind box culture. (2) Define the perceived value of POPMART, and study the factors affecting consumers' continuous purchase intention from various aspects and perspectives. (3) Combined with the survey results and literature content, the impact of blind box marketing on consumers' impulse consumption is explained, and measures to make consumers consume rationally are proposed.
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