How the “Blind Box Economy” Shapes Consumers’ Purchase Desire and Behavior –The Case of Pop-Mart

DOI

10.2991/978-94-6463-459-4_6How to use a DOI?

Keywords

Blind box; consumer; “Pop Mart”

Abstract

With the continuous development of China’s economy, people’s consumption level has generally increased, especially the consumption of culture and entertainment has increased significantly. Blind Box Merchandise is one of those items that is very popular with the general public. This article studies the uncertainty and social value of blind-box products. First of all, the unknown nature of blind-box products brings a sense of stimulation to consumers, which helps consumers release emotions, thus prompting consumers to repeat purchases. Secondly, blind box products broaden the social circle of consumers. Through case analysis, this article takes ‘Pop Mart’ as the research object, and studies the marketing strategy of Pop Mart and the marketing mode of blind box, so as to further analyze the purchasing motivation of consumers. The emotional value that blind-boxed goods bring to consumers was found to be the main motivation that drove consumers to purchase them. In addition, the unique marketing model of blind box commodities has given rise to many problems, such as breeding abnormal consumption and disturbing the market order. It also gives suggestions for the development of China’s blind box market.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Ruojin Zhang
PY  - 2024
DA  - 2024/07/23
TI  - How the “Blind Box Economy” Shapes Consumers’ Purchase Desire and Behavior –The Case of Pop-Mart
BT  - Proceedings of the 2024 9th International Conference on Social Sciences and Economic Development (ICSSED 2024)
PB  - Atlantis Press
SP  - 46
EP  - 52
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-459-4_6
DO  - 10.2991/978-94-6463-459-4_6
ID  - Zhang2024
ER  -