Scholarlink

<p>Blind boxes, as an innovative consumption model, have garnered significant attention in recent years, with the characteristic of product scarcity playing a prominent role. This study examines the sales scenarios of blind boxes, specifically focusing on how product scarcity influences consumers’ impulse purchase intentions and The underlying mechanisms. Through 3 experimental studies, we found several key results: First, product scarcity does influence impulse purchase intentions, with consumers more likely to make impulsive purchases under supply-based scarcity (Study 1). Second, the sense of control partially mediates the relationship between product scarcity and impulse purchase intention (Study 2). Third, product type moderates both the direct effect of product scarcity on impulse purchase intention and the mediating role of the sense of control. Specifically, when the product is utilitarian, demand-based scarcity leads to stronger impulse purchase intentions, whereas, when the product is hedonic, supply-based scarcity triggers stronger impulse purchase intentions (Study 3). This research contributes to consumer behavior theory within the context of blind box sales and provides valuable insights for businesses in formulating effective marketing strategies.</p>

错误：搜索内容不能为空，请输入英文关键词
错误：关键词超出字数限制，请精简
高级检索

The effect of blind box product scarcity on consumer impulse purchase intentions: a mediation model based on perceived control

  • 期刊论文

  • 发表日期：

    2025年9月27日

查看全文
  • Xiaoli Tang,
  • Yi Zhang,
  • Fan Shao

摘要

Blind boxes, as an innovative consumption model, have garnered significant attention in recent years, with the characteristic of product scarcity playing a prominent role. This study examines the sales scenarios of blind boxes, specifically focusing on how product scarcity influences consumers’ impulse purchase intentions and The underlying mechanisms. Through 3 experimental studies, we found several key results: First, product scarcity does influence impulse purchase intentions, with consumers more likely to make impulsive purchases under supply-based scarcity (Study 1). Second, the sense of control partially mediates the relationship between product scarcity and impulse purchase intention (Study 2). Third, product type moderates both the direct effect of product scarcity on impulse purchase intention and the mediating role of the sense of control. Specifically, when the product is utilitarian, demand-based scarcity leads to stronger impulse purchase intentions, whereas, when the product is hedonic, supply-based scarcity triggers stronger impulse purchase intentions (Study 3). This research contributes to consumer behavior theory within the context of blind box sales and provides valuable insights for businesses in formulating effective marketing strategies.