Research On Influencing Factors Of Blind Box Product Purchase Intention Based On Perceived Value Theory

With the rapid development of China’s economy,the living standards of residents are improving,and the consumption structure is gradually transforming.The proportion of residents’ consumption on spiritual needs such as education and entertainment is increasing.This change is particularly prominent among the young generation Z,who are accompanied by the rise and development of the Internet and social networks.As an emerging product under the trend of the two-dimensional subculture,the blind box has also been favored by the young consumer group of the Z generation,and the consumption of the blind box has also become a new phenomenon of the youth consumption lifestyle.However,behind the "blind box fever",some consumers are irrational in purchasing blind boxes,and the phenomenon of unrestrained and blind consumption,and there is no lack of criticism of blind box consumption in the society.Therefore,it is necessary for us to understand the reasons why blind box consumers are so keen to buy blind boxes,and what factors affect consumers’ willingness to buy blind boxes.Through the research on the influencing factors of blind box consumption willingness,it will help us understand the social hot phenomenon of "blind box fever",and at the same time,it can also help enterprises and society to guide the sound and healthy development of the blind box industry.Based on the theory of perceived value and consumer attitude,this paper proposes five influencing factors of emotional value,social value,functional value,perceived price and perceived risk to explore the impact of these factors on consumer attitudes and purchase intentions,and the mediating utility of consumer attitudes in the relationship between perceived value and purchase intention.The research adopts the questionnaire survey method,distributes and returns the questionnaires online and offline,and then uses SPSS21.0 and AMOS24.0 to conduct reliability and validity test,structural equation model analysis and mediation utility test on the data.The research results show that emotional value,social value and functional value have a significant positive impact on attitude,and also positively affect purchase intention through attitude,while the direct effect on purchase intention is not significant.Perceived risk significantly negatively affects attitude and purchase intention,and also negatively affects purchase intention through attitude.The effect of perceived price on attitude and purchase intention was not significant.Afterwards,the research results were discussed,and it was proposed that in the future blind-box marketing,enterprises should deepen the design innovation of blind-box products,build a guarantee and pseudo-random mechanism in blind-box marketing to reduce consumer risks,and optimize blind-box social platforms.Regulatory agencies should take measures such as actively promoting industry self-discipline and social supervision,strictly supervising the second-hand market of blind boxes,and restricting the use of blind box marketing for some products to regulate the healthy development of the blind box industry.In this article,through the perspective of empirical confirmed blind box of consumer perceived value have a certain influence on the purchase intention of blind box,also confirmed the attitude in the intermediary effect between customer perceived value and purchase intention,and also reveals the consumer purchase intention of path of blind box,have certain innovation.