Year: 2024
Type: article
Study design: Observational Study
Abstract: The rise of blind boxes in the Philippines, particularly Pop Mart's offerings, has piqued Filipino consumers' interest, inciting curiosity and driving impulsive purchasing behaviors. This study investigates the relationship between four key factors—income, marketing strategies, perceived risks, and e-commerce—and their impact on consumer behavior toward Pop-Mart blind boxes. A quantitative correlational research design was used to analyze data from 399 Filipino respondents to identify patterns and relationships between these variables. The findings show that income has a significant impact on consumer behavior, with higher income levels leading to increased purchasing activity. Marketing strategies, particularly curiosity and exclusivity, had a relatively positive impact, increasing engagement and repeat purchases. Perceived risks, surprisingly, correlated positively, as the thrill of uncertainty and potential rewards ignited consumers' interest. E-commerce, on the other hand, also had a significant effect on consumer behavior, suggesting that well-designed e-commerce platforms and effective digital marketing strategies can greatly influence consumer purchasing decisions. This research provides useful insights for businesses looking to innovate in the blind box economy. Understanding how psychological triggers such as curiosity and perceived risks influence consumer behavior can help brands develop more effective marketing strategies and better engage their target audiences. Consumers will benefit from increased awareness of the factors influencing their purchasing decisions, resulting in more informed and rational shopping habits.
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4405807967