Research on Consumer Repurchase Intention of Mystery Boxes—Based on Structural Equation Model

In recent years, the phenomenon of mystery boxes has emerged as a notable consumption trend, demonstrating substantial market potential and cultivating a base of highly engaged enthusiasts. However, the repurchase rate of mystery boxes is declining year by year, making it important to identify factors that influence customers repurchase intention. Based on survey data from 230 questionnaires, this paper conducts an empirical study using a structural equation model to explore the impact of the four dimensions of customer experience: aesthetic experience, symbolic experience, emotional experience and social experience as well as the promotion focus in customer personality through the mediating role of customer perceived value and customer satisfaction on repurchase intention. The results show that the symbolic experience, emotional experience, social experience and promotion focus all have significant positive impact on consumer repurchase intention through the mediation of perceived value and customer satisfaction, while the aesthetic experience does not have a significant impact on repurchase intention. The conclusion of the study is of great theoretical and practical significance for mystery boxes enterprises to carry out accurate marketing strategies according to the characteristics of young consumers and improve the repurchase rate of loyal consumers.