Factors influencing gen Z’s impulsive purchase behavior in blind box: The role of perceived value and curiosity

Abstract

With a topic “Factors influence Gen Z's impulsive purchase behavior in the Blind box: the role of perceived value and curiosity”, this research is conducted with a aim to demonstrate and examine the factors that influence Gen Z’s impulsive purchase behavior in the context of blind box market and analyze the role of perceived value and curiosity as mediators in blind box impulsive purchase behavior of Gen Z. We did build up a research framework based on Stimulus - Organism - Response (SOR) theory with data samples collected from quantitative research. In our framework, variables consist of uncertainty, functional value, emotional value, social value, curiosity, impulsive purchase intention, and impulsive purchase behavior . Subject of the survey are 15-25 years old people, who are consumers of blind box products living in Vietnam. The quantitative research is applied as a research method of our group, with the survey having been conducted by 354 respondents through Google Form. In the process of synthesis and data analysis, we use Partial Least Squares (PLS-SEM) as an analysis method and Smart PLS 4 as an assistance software to test the reliability and validity of the model as well as proposed hypotheses. Additionally, the majority of the variables in our study have been proved to be interdependent and the research successfully explores the mediating role of perceived value and curiosity in the relationship of uncertainty, impulsive purchase intention and behavior. Besides, our group also recommends some implications for blind box sale retailers as well as blind box producers. These recommendations can be helpful for a deeper understanding in customers, then can help them to upgrade their product as well as improve sales performance