blind box economy, consumer behavior, emotional attachment, gamification, brand community
Abstract
The blind box economy has become a prominent trend in the consumer goods market, particularly in China, with brands like POP MART leading the way in its growth. Despite the increasing popularity of this business model, there is limited research on its psychological impact on consumer behavior. This study aims to fill this gap by examining the influence of POP MART's brand design and marketing strategies on consumer psychology and purchasing behavior. Using a case study approach, the research analyzes POP MART's blind box policy, IP design, and brand community to explore their effects on consumer engagement and loyalty. The findings reveal that POP MART's use of uncertainty and scarcity in its blind box offerings drives repeat purchases through gamification, while emotional attachment to its IPs fosters long-term consumer loyalty. Additionally, the creation of a strong brand community further enhances consumer engagement. This study contributes to the understanding of how psychological factors such as emotional branding and social influence shape consumer behavior. The practical implications of this research suggest that marketers can leverage these insights to strengthen customer relationships and drive sustained consumer engagement in emerging markets like the blind box economy.
