Research on the Influence Mechanism of Blind Box Product Characteristics on Consumers’ Purchase Intention

In recent years, blind boxes have won the favor of consumers by virtue of their mysterious and uncertain features as well as their delicate and lovely shapes, and have become a social bond between young consumer groups. Based on the SOR model, this paper introduces consumer sentiment and product involvement as mediating and moderating variables to construct a theoretical model for the study of the influence mechanism of blind box product characteristics on consumer purchase intention. The results show that the uncertainty, sociality, aesthetics and interestingness of the blind box have a positive effect on consumer purchase intention, and the two dimensions of consumer emotions (pleasure and arousal) play a mediating role. The product involvement negatively moderates the effect of the sociality, aesthetics and interestingness of the blind box on consumers’ purchase intention, but its moderating effect is not significant in the effect of the uncertainty of the blind box on consumer purchase intention.