Original scientific paper
https://doi.org/10.1080/1331677X.2023.2183517
Ternary economic analysis of blind-box marketing
Sheng-Wen Liu
Weilun Huang
Harika Rao
Yan-Kai Fu
Abstract
Blind-box consumption, a phenomenon sweeping through the retail
market in China, is the process of buying an unlabelled box containing
assorted and random novelty gifts from different retailers.
Despite the intensity of its emergence, the extent of research on the
phenomenon from a marketing perspective has been scarce. This
paper identifies factors likely influencing Chinese consumers participating
in blend-box consumption. These factors include brand familiarity
emotional value and speculative potential. Conceptual issues
discussed include the role of emotions and cognition as forces
underpinning shopping behavior. The paper also highlights the marketing
strategy features that have successfully driven the blend-box
consumption experience.
Keywords
blind-box economy; blindbox; shopping behaviour; shopping motivation; marketing strategies
Hrčak ID:
314050
URI
Publication date:
15.5.2023.
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