Impact of Consumption Experience on Purchasing Decisions of Blind Box Services in China: The Mediation of Consumer Needs

Abstract

Aim/Purpose: This paper investigated the impact of consumption experience on the purchasing decisions of blind box services in China. Blind boxes, which contain random products unknown to consumers until purchase, have become a significant trend, particularly among Generation Z. The study aimed to explore how the consumption experience of blind boxes influences consumer needs (both material and spiritual), and how these needs, in turn, affect purchasing decisions. The research sought to fill a gap in the literature by examining the mediating role of consumer needs in the relationship between consumption experience and the purchasing decision. Introduction/Background: The blind box phenomenon, originating from Japan, has gained immense popularity in China, especially among younger consumers who value novelty, surprise, and emotional engagement. This paper addresses the lack of research on how the consumption experience of blind boxes influences purchasing decision, examining this topic through the lens of consumer needs. By focusing on both material and spiritual needs, the study provides insights into the psychological mechanisms driving blind box consumption. Methodology: The study employed a quantitative research design, using a self-administered online survey to collect data from 518 Chinese consumers with prior experience purchasing blind boxes. The survey was distributed through popular blind box communities on platforms like WeChat and QQ. Structural Equation Modeling was used to analyze the data, with constructs measured using a 5-point Likert scale. The study tested hypotheses related to the impact of consumption experience on material and spiritual needs, and how these needs influenced purchasing decisions. Mediation analysis was conducted using the bootstrap method to examine the role of consumer needs in the relationship between consumption experience and purchasing decisions. Findings: 1. The blind box consumption experience positively influenced both material and spiritual needs. 2. Both material and spiritual needs significantly impacted purchasing decisions.  3. Consumer needs (material and spiritual) mediated the relationship between consumption experience and purchasing decisions. 4. The study confirmed that a satisfying blind box experience enhanced consumers' willingness to purchase, driven by the fulfillment of both material and emotional desires. Contribution/Impact on Society: Many scholars have focused on analyzing the blind box economic market and marketing models (Lin, 2024). However, there has been a relative lack of research into the psychological mechanisms behind blind box consumption, with only a few studies exploring the influence of social support, emotional motivation, and customer experience on blind box purchase decisions. Moreover, even fewer have studied Means-End Chain Theory to blind box consumption. This study provides deeper insight into the relationship between consumption experience, customer needs, and purchasing decisions. These empirical findings contribute to the growing body of literature on consumption experience and purchase behavior, particularly in the new context of blind boxes. Additionally, it provides empirical evidence that the consumption experience of blind boxes not only satisfies material needs, but also fulfills spiritual and emotional desires, which are crucial for driving purchasing decisions. The findings offer valuable insights for businesses in the blind box industry, helping them design marketing strategies that cater to both the functional and emotional needs of consumers. Additionally, the study highlights the importance of emotional design and quality control in enhancing consumer satisfaction and loyalty. Recommendations: This study advances the understanding of blind box consumption by highlighting the role of consumer needs in mediating the relationship between consumption experiences and purchasing decisions. It provides practical implications for businesses aiming to capitalize on the growing blind box trend, while offering a foundation for future research in this emerging area of consumer behavior. Recommendations are as follows: 1. Businesses should focus on improving the quality and design of blind box products to meet consumers' material needs. 2. Companies should incorporate emotional and cultural elements into their products to address consumers' spiritual needs. 3. Marketing strategies should emphasize the surprise and novelty aspects of blind boxes to enhance the consumption experience. 4. Future research should explore the long-term effects of blind box consumption on consumer loyalty and brand engagement. Research Limitations: This study had several limitations. 1. The study's sample was limited to consumers with prior blind box purchase experience, excluding those who had not engaged in blind box consumption. 2. The age distribution of respondents was skewed, with the majority being under 30 years old, which may limit the generalizability of the findings. 3. The study relied on self-reported data, which may have introduced bias.  4. The research focused solely on the Chinese market, and so findings may not be applicable to other cultural contexts. Future Research: 1. Future studies should explore the reasons why some consumers avoid blind box purchases, providing insights into potential barriers to adoption. 2. Research should include a more balanced age distribution to better understand how blind box consumption behavior varies across different age groups.  3. Additional moderating variables, such as consumer product knowledge or the purpose behind consumption, could be incorporated to enhance the model's explanatory power. 4. Longitudinal studies could be conducted to assess the long-term impact of blind box consumption on consumer behavior and brand loyalty.