Research On The Influence Of Blind Box Product Customer Experience On Word-of-mouth Communicatio

At present,blind box has become the most popular and popular category in the trend consumption of Generation Z.Under this background,the "blind box +" economy with instant stimulation and surprise has become a new fashion.In order to help people understand the new phenomenon of blind box,this study constructed a theoretical model of "customer experience--customer joy--word-of-mouth communication" of blind box products from the perspective of experience,and tested the regulating effect of behavioral inertia.Based on 267 blind box shopping experience samples,the empirical analysis results show that customer experience has a positive effect on customer happiness;Aesthetic experience,symbolic consumption experience and social experience all have positive effects on word-of-mouth communication.Adventure experiences have a negative effect on word-of-mouth.Social experience has the greatest influence on word-of-mouth communication,followed by symbolic consumption and aesthetic experience,and adventure experience has the least influence.Part of the mediating effect of customer delight between experience and word-of-mouth communication is verified;Behavioral inertia negatively moderates the relationship between customer pleasure and word-of-mouth communication.The research conclusion inspires enterprises to make marketing innovation to meet the needs of the young generation.In the future development,enterprises should strengthen the management of consumer behavior inertia.To avoid or reduce the adaptability of consumers’ emotions through product combination or quantity design,marketing planning should be based on aesthetics and adventure experience,and focus on social and symbolic consumption dimensions.