Author(s)

Linlin Fan ¹, Yuxue Wang ¹

Affiliation(s)

¹ School of Marxism, Guangzhou University of Chinese Medicine, Guangzhou, Guangdong, 510006, China

Corresponding Author

Linlin Fan

ABSTRACT

As a new marketing model, blind box marketing has been sought after by consumers and various industries. Based on the perspective of customer perception value and marketing stimulus, using SPSS25.0 and AMOS24.0 software empirical analysis, finally got the relevant research conclusion, in the blind box marketing perception beautiful, perception entertainment, interactive experience for consumer purchase motivation and behavior, perceived quality of consumer purchase motivation and promotion activities have significant positive impact on consumer buying behavior, consumer purchase motivation in the perception quality, entertainment, interactive experience and the intermediary effect between consumer purchase behavior. Through the above research, relevant suggestions have been provided for blind box marketing.

KEYWORDS

Blind box marketing; customer perceived value; marketing stimulus; consumer purchasing behavior

CITE THIS PAPER

Linlin Fan, Yuxue Wang, A Study of the Factors Influencing the Generation of Consumer Buying Behavior in Blind Box Marketing. Applied & Educational Psychology (2023) Vol. 4: 56-65. DOI: http://dx.doi.org/10.23977/appep.2023.040210.

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