Research on the Influencing Factors of Blind Box Product Purchase Intention

• 1、School of Economics and Management,Beijing University of Posts and Telecommunications,Beijing 100876

Abstract：Blind box is a popular sales mode in recent years. Based on the perceived value, exploring the factors influencing the purchase intention of blind box products can further understand consumers\' demands and expectations for blind box products, put forward suggestions for the sustainable development of the blind box industry, and provide theoretical support and suggestions for more industries that want to enjoy the economic dividends of blind box. Therefore, this paper constructs a model of influencing factors of blind box consumers\' purchase intention, takes unknown attributes, social attributes and aesthetic attributes as antecedent variables, and perceived value as mediating variables, and conducts an empirical study by means of questionnaire survey and data analysis. It is proved that unknown attribute, social attribute and aesthetic attribute all have a positive impact on consumers\' purchase intention, and perceived value all play an intermediary role in the path. Finally, the following suggestions are put forward: The blind box market needs to further improve product aesthetics, social mechanisms and market norms, so as to ensure the healthy and orderly development of the blind box industry.

Keywords： management science and engineering blind box perceived value purchase intention