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Research on the effect of uncertain rewards on impulsive purchase intention of blind box products

Since 2019, China has gradually seen a “blind box” boom, and young people have quickly become the main buying force of blind boxes, promoting the continuous development of the blind box industry. Previous studies have shown that uncertainty in events with positive prospects can play a more positive...

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Detalles Bibliográficos
Autores principales: Zhang, Yi, Zhou, Hang, Qin, Jian
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Frontiers Media S.A. 2022
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9421032/
https://www.ncbi.nlm.nih.gov/pubmed/36046369
http://dx.doi.org/10.3389/fnbeh.2022.946337
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author Zhang, Yi
Zhou, Hang
Qin, Jian
author_facet Zhang, Yi
Zhou, Hang
Qin, Jian
author_sort Zhang, Yi
collection PubMed
description Since 2019, China has gradually seen a “blind box” boom, and young people have quickly become the main buying force of blind boxes, promoting the continuous development of the blind box industry. Previous studies have shown that uncertainty in events with positive prospects can play a more positive role than certainty. However, how does uncertainty in the blind box affect consumers’ emotions and cognition and trigger subsequent consumption decisions? To clarify the internal mechanism of this process, this paper takes the blind box as the research object and constructs the mechanism model of perceived uncertainty on consumers’ impulsive purchase intention, based on Stimulus-Organism-Response (SOR) theory. In addition, the curiosity variable and perceived luck variable are introduced according to the information gap theory and optimism theory. On this basis, we conduct an empirical analysis by means of a questionnaire survey. The results show that perceived uncertainty has a positive impact on consumers’ impulsive purchase intentions, in which curiosity plays a mediating role. Besides, perceived luck positively moderates the impact of perceived uncertainty on impulsive purchase intention. This study clarifies the internal impact of perceived uncertainty on impulsive purchase intention of the blind box and enriches the basic theory of uncertainty reward and purchase intention. At the same time, we also offer related recommendations for future enterprises to learn from the marketing model of uncertain rewards.
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spelling pubmed-94210322022-08-30 Research on the effect of uncertain rewards on impulsive purchase intention of blind box products Zhang, Yi Zhou, Hang Qin, Jian Front Behav Neurosci Behavioral Neuroscience Since 2019, China has gradually seen a “blind box” boom, and young people have quickly become the main buying force of blind boxes, promoting the continuous development of the blind box industry. Previous studies have shown that uncertainty in events with positive prospects can play a more positive role than certainty. However, how does uncertainty in the blind box affect consumers’ emotions and cognition and trigger subsequent consumption decisions? To clarify the internal mechanism of this process, this paper takes the blind box as the research object and constructs the mechanism model of perceived uncertainty on consumers’ impulsive purchase intention, based on Stimulus-Organism-Response (SOR) theory. In addition, the curiosity variable and perceived luck variable are introduced according to the information gap theory and optimism theory. On this basis, we conduct an empirical analysis by means of a questionnaire survey. The results show that perceived uncertainty has a positive impact on consumers’ impulsive purchase intentions, in which curiosity plays a mediating role. Besides, perceived luck positively moderates the impact of perceived uncertainty on impulsive purchase intention. This study clarifies the internal impact of perceived uncertainty on impulsive purchase intention of the blind box and enriches the basic theory of uncertainty reward and purchase intention. At the same time, we also offer related recommendations for future enterprises to learn from the marketing model of uncertain rewards. Frontiers Media S.A. 2022-08-15 /pmc/articles/PMC9421032/ /pubmed/36046369 http://dx.doi.org/10.3389/fnbeh.2022.946337 Text en Copyright © 2022 Zhang, Zhou and Qin. https://creativecommons.org/licenses/by/4.0/This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) and the copyright owner(s) are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.
spellingShingle Behavioral Neuroscience
Zhang, Yi
Zhou, Hang
Qin, Jian
Research on the effect of uncertain rewards on impulsive purchase intention of blind box products
title Research on the effect of uncertain rewards on impulsive purchase intention of blind box products
title_full Research on the effect of uncertain rewards on impulsive purchase intention of blind box products
title_fullStr Research on the effect of uncertain rewards on impulsive purchase intention of blind box products
title_full_unstemmed Research on the effect of uncertain rewards on impulsive purchase intention of blind box products
title_short Research on the effect of uncertain rewards on impulsive purchase intention of blind box products
title_sort research on the effect of uncertain rewards on impulsive purchase intention of blind box products
topic Behavioral Neuroscience
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9421032/
https://www.ncbi.nlm.nih.gov/pubmed/36046369
http://dx.doi.org/10.3389/fnbeh.2022.946337
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