Gong Xiyun, Yee Choy Leong, Lee Shin Yiing, Saif Abu Naser Mohammad, Liu Meilian, Anonthi Fariah
School of Business and Economics, Universiti Putra Malaysia, 43400, UPM Serdang, Selangor, Malaysia.
Department of Management Information Systems, Faculty of Business Studies, University of Dhaka, Bangladesh.
Heliyon. 2024 Dec 2;10(24):e40564. doi: 10.1016/j.heliyon.2024.e40564. eCollection 2024 Dec 30.
This study explores the causes of curiosity-driven impulse buying in blind boxes using the Stimulus-Organism-Response (S-O-R) model and adaptation level theory. It examines how store environment and product factors contribute to customer curiosity, incorporating price consciousness into the overall framework. Insights from an online survey of 306 Chinese respondents indicate that environmental factors and specific product characteristics positively influence consumer curiosity, while price consciousness has a negative moderate effect. The findings also show that customer curiosity stimulates impulse buying behavior and mediates the relationship between store atmosphere, surprise, and perceived novelty. This study identifies both objective and subjective factors behind blind box impulse buying and offers relevant suggestions for governments and consumers on managing impulse buying.
本研究运用刺激-机体-反应（S-O-R）模型和适应水平理论，探讨了盲盒中好奇心驱动冲动购买的原因。它考察了商店环境和产品因素如何促进顾客的好奇心，并将价格意识纳入整体框架。对306名中国受访者进行的在线调查结果表明，环境因素和特定产品特征对消费者好奇心有积极影响，而价格意识有中等程度的负面影响。研究结果还表明，顾客好奇心会激发冲动购买行为，并在商店氛围、惊喜感和感知新颖性之间的关系中起中介作用。本研究确定了盲盒冲动购买背后的客观和主观因素，并为政府和消费者管理冲动购买提供了相关建议。
