Title: A Study on the Influencing Factors of Consumer Purchasing Behavior in Blind-box Marketing—A Case Study of Pop Mart Company in Shanghai
Author: Kan Guanhua
Advisor: Assoc. Prof. Dr. Qiu Chao
Degree: Master of Business Administration
Major: International Business Management
Faculty: บัณฑิตวิทยาลัย (Graduate School)
Academic year: 2566 (2023)
Published: The 16th National and International Academic Conference “Digital Transformation and Sustainable Innovation: Strategies for a Sustainable Future” 31 October – 1 November 2023 (pp.608-618) คลิก PDF
Abstract
In recent years, with the improvement of consumption levels, blind boxes have entered the public’s field of vision, and the popularity remains high. Pop Mart is a leading company in the field of blind boxes. However, there were instances of induced consumption and secondary sales problems during the sales process of blind boxes, which were revealed by the media and punished by relevant law enforcement agencies, resulting in a sharp decline in the share price of Pop Mart. The objective of the paper were: 1) To analyze the current situation of consumer purchasing behavior in blind-box marketing; 2) To analyze the influencing factors of consumer perceived value on consumer purchasing behavior and formulate blind-box marketing strategies.
In order to achieve sustainable development of the blind box market and provide useful theoretical guidance for blind box enterprises, based on the theory of perceived value and consumer purchasing behavior, this study used the quantitative research method and constructed a model of factors influencing consumer purchasing behavior in blind box marketing, taking Pop Mart company’s consumers in Shanghai as the sample, and 200 questionnaires were collected for data analysis.
According to the survey results of this paper, the current operating status of the blind box market has the following characteristics: 1) Based on age groups and income estimates, the main consumers of blind boxes are mainly white-collar workers, with most young consumers having a good educational background and pursuing product quality; 2) The blind box consumer group is mainly concentrated in first and second-tier cities and major developed provinces; 3) Socializing and self-pleasure are the main motivations for consumers to purchase trendy toy blind boxes, rather than for trading or investment purposes. In addition, the results showed that perceived quality, perceived entertainment and perceived aesthetics have a positive impact on consumer purchasing intention, and consumer purchasing intention also has a positive impact on consumer purchasing behavior. This provides useful theoretical and practical guidance for sustainable development of blind box companies and market.
Keywords: Blind box; Perceived value; Consumer purchasing intention; Consumer purchasing behavior; Marketing.
A Study on the Influencing Factors of Consumer Purchasing Behavior in Blind-box Marketing—A Case Study of Pop Mart Company in Shanghai /
6517195405 Kan Guanhua 2566 (2023) A Study on the Influencing Factors of Consumer Purchasing Behavior in Blind-box Marketing—A Case Study of Pop Mart Company in Shanghai สารนิพนธ์ (Independent Study), Advisor: Assoc. Prof. Dr. Qiu Chao, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, International Business Management, Bangkok: Siam University
Academic Year 2023, Graduate School 2023, IMBA, IMBA 2023, Independent Study, Independent Study 2023, Master of Business Administration, Master of Business Administration (International Program) 2023, Master of Business Administration 2023, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration,International Business Management
Published: The 16th National and International Academic Conference “Digital Transformation and Sustainable Innovation: Strategies for a Sustainable Future” 31 October – 1 November 2023 (pp.1-13) คลิก PDF