Ternary Economic Analysis of Blind-Box Marketing
Document Type
Article
Publication Date
5-15-2023
Abstract
Blind-box consumption, a phenomenon sweeping through the retail market in China, is the process of buying an unlabelled box containing assorted and random novelty gifts from different retailers. Despite the intensity of its emergence, the extent of research on the phenomenon from a marketing perspective has been scarce. This paper identifies factors likely influencing Chinese consumers participating in blend-box consumption. These factors include brand familiarity emotional value and speculative potential. Conceptual issues discussed include the role of emotions and cognition as forces underpinning shopping behavior. The paper also highlights the marketing strategy features that have successfully driven the blend-box consumption experience.
Publication
Economic Research-Ekonomska Istraživanja
Publisher
Taylor & Francis
Volume
36
Issue
3
Pages
1-22
Department
College of Business and Management
Recommended Citation
Liu, S.-W., Huang, W., Rao, H., & Fu, Y.-K. (2023). Ternary economic analysis of blind-box marketing. Economic Research-Ekonomska Istraživanja, 36(3). https://doi.org/10.1080/1331677X.2023.2183517
Comments
Received 12 Jun 2021, Accepted 07 Feb 2023, Published online: 15 May 2023