This study based on bundling theory, attribute model, and appraisal theory aims to examine the factors influence consumers’ buying decision to online lucky bags. Consumers’ perception of product composition controllability, discount, perceived risk, and hope are adopted as possible factors to influence consumers’ perceived value and purchase intention toward lucky bags. The reason why consumers are willing to purchase uncertainty merchandise is not realized for sure, and previous studies regarding lucky bags on the website are limited. This is the first paper to discuss the factors that influence consumers’ purchase intention toward online lucky bags. An empirical test is conducted to identify how those factors impact consumers’ buying decision. The analytical results of this study indicated that discount makes consumers to perceive higher value and more intention toward buying luck bags for high level of perceived controllability. Hope moderates the effects of perceived controllability, discount and perceived risk on consumer’s perceived value and purchase intention, so marketers should try to increase consumer’s hopes for increasing consumer’s perceived value and arousing consumers’ willingness to purchase.
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