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To What Extent Does Blind Box Marketing Affect People’s Consuming Behavior?
- 1 Shanghai Guanghua Cambridge International School
* Author to whom correspondence should be addressed.
Abstract
Blind boxes, as an emerging industry, have gradually opened the Chinese market in recent years, and are sought after by consumers and various industries. It is a unique box that contains toys or other commodities, and people don't know what's inside until they open it. Meanwhile, continuous innovation has created a unique blind box marketing strategy, which uses consumers’ different motivations effectively to promote purchasing behavior. Based on the theory of consumer behavior and the strategy of ‘blind box marketing +4p marketing theory’ (combined with AISAS model), this paper takes ‘psychological motivation’, ‘demand motivation’ and ‘investment motivation’ as intermediary paths to explore the impact on consumer purchasing behavior. Through the analysis of literature, questionnaire and tools such as SPSS25.0, the conclusions of relevant research are drawn: the effective combination of blind box marketing and product strategy can have a significant positive impact on consumers' purchasing behavior. The tremendous positive impact of price strategy on consumers' purchasing behavior is based on the consideration of different age groups. Place strategy and promotion strategy can only serve as the intermediary path between consumers' purchasing behavior, but cannot have a significant positive impact on them. Finally, through the above research, some suggestions for blind box marketing are provided.
Keywords
blind box, marketing, consuming behavior
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Cite this article
Ke,Y. (2024). To What Extent Does Blind Box Marketing Affect People’s Consuming Behavior?. Journal of Applied Economics and Policy Studies,10,73-87.
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