An Analysis of the Success Factors of Pop Mart’s “Blind Box Economy” in Thailand Based on Consumer Behavior Theory

Abstract

This study aimed to explore the success factors of Pop Mart’s “blind box economy” in Thailand. An influencing factor structural model was constructed based on consumer behavior theory and the 4Pss marketing theory, and the research hypotheses and model were verified. The study analyzed the impact of four factors on the consumer purchase behavior of blind box products, including demand satisfaction, marketing intensity, purchase experience, and price reasonableness. A quantitative research method was adopted, with data collected through a questionnaire survey. A total of 400 questionnaires were distributed, and 335 valid questionnaires were received, yielding an effective response rate of 83.75%. The study found that demand satisfaction, marketing intensity, purchase experience, and price reasonableness all had significant impacts on the consumer purchase behavior of blind box products. Based on these findings, this study proposes strategic recommendations to enhance the success of Pop Mart’s “blind box economy” in Thailand: (1) improving demand satisfaction; (2) increasing marketing intensity; (3) optimizing purchase experience; and (4) ensuring price reasonableness.

Keywords: consumer behavior theory, Pop Mart, blind box economy, Thailand, consumer purchase behavior

6717195001 Hao Yiming, 2568 (2025). Advisor: Dr. Zhang Li, สารนิพนธ์ (Independent Study), An Analysis of the Success Factors of Pop Mart’s “Blind Box Economy” in Thailand Based on Consumer Behavior Theory, นำเสนอในที่ประชุมวิชาการ (Conference), The 18th National and International Academic Conference 2025, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, International Business Management, Siam University, Bangkok, Thailand – มหาวิทยาลัยสยาม กรุงเทพมหานคร ประเทศไทย