Investigation And Analysis Of Blind Box Market Consumption In Colleges And Universities

Blind box originally refers to a box with various dolls inside,which attracts a large number of consumers because of its unpredictability and mystery.As more and more industries begin to enter the blind box market,the variety of blind box products has been greatly enriched,but various mixed products also bring many problems to the blind box market.The representation of the college students as a blind box products consumers,understand their consumption status and opinion of blind box products is very important,therefore this thesis investigates the college students in Shijiazhuang city with this background,understand the current blind box products consumption situation,factors that affect the customer satisfaction,analyzes the subjective perceptions of blind box market,it is expected that through this research,more targeted advises could be proposed for the development of the blind box market.The consumption status of blind box products among college students in Shijiazhuang is first analyzed in this thesis by descriptive statistics,and understands the reasons for whether they have purchased blind box products.Segmentation,and use structural equation model to explore the factors that affect consumer satisfaction,at the same time,the word cloud chart is used to show the suggestions made by college students’ consumers to the government,businesses and consumers in order to promote the development of the blind box market.The research results show that most college students know the marketing method of blind box,and the main reason for not buying blind box products is that they think blind box marketing is a routine of merchants and do not like uncertain things,so they choose to buy blind box products.Mainly because of being attracted by the appearance of blind box products and by the excitement and surprise of drawing blind boxes.Monthly consumption expenditure and gender are the main reasons that affect whether college students have purchased blind box products.Consumers with a monthly consumption expenditure of more than 2,000 yuan have an obvious purchase tendency,and female college students with a monthly consumption expenditure of less than 2,000 yuan have a more obvious consumption tendency than male college students.College students consumers are satisfied with the blind box market as a whole,which perceived service quality and customer expectations by affecting the perceived value eventually have a positive impact on satisfaction,customer expectations itself also directly affect consumer satisfaction,consumer loyalty can reflect the degree of consumer satisfaction,the higher the loyalty shows that the higher the consumer satisfaction.More than 20% of consumers believe that blind boxes are only a marketing method,and their products are costeffective,so they are not optimistic about the future development prospects of the blind box market,however,the proportion of consumers who are optimistic about its development prospects is higher,up to more than 40%.They think that the blind box products are very interesting and can bring a sense of excitement and surprise.Finally,this thesis puts forward three suggestions to promote the development of the blind box market:(1)The government should strengthen the control of the blind box market;(2)Businesses should operate in good faith and innovate;(3)Consumers should purchase blind box products rationally according to law.