The allure of the unknown: understanding the drivers behind blind box purchase decisions

Abstract

Blindbox is an emerging trend in Vietnam, progressively evolving into a substantial market with unique strategies. This research investigates the moderating impacts of social and environmental elements in Vietnam, in contrast to prior studies that mostly concentrated on internal factors inside the Chinese market. We analyze the influence of region-specific factors, including Normative Social Influence and Environmental Consciousness, on buying intention and subsequent purchasing behavior. Moreover, two prevalent subjective characteristics, perceived risk and felt enjoyment, affect the purchase intention of consumers in Vietnam, consistent with prior research in other locations. The research elucidates the dual beneficial effects of perceived risk and felt fun on purchasing intention within the Vietnamese market. Notably, anticipated danger exerts a greater influence than reported delight, with normative social influence further enhancing this favorable effect. Simultaneously, it underscores the significant moderating role of normative social influence in mitigating the adverse impact of environmental consciousness. This study offers pragmatic advice for enterprises to cultivate the prospective Blindbox market via techniques that enhance risk-taking, solidify pledges, and implement sustainable practices, thereby augmenting the probability of actual purchase behavior.