THE FACTORS INFLUENCING CONSUMERS' INTENTION TO PURCHASE BLIND BOX PRODUCTS IN THE THAI MARKET

Abstract

This research paper explores the factors that influence customers’ intention to buy Blind Box products. The data from respondents were acquired using a quantitative approach, this study utilized an online questionnaire targeting Thai younger generation in Bangkok, with a sample size of 120 respondents analyzed using descriptive statistics (frequency, percentage, mean, and standard deviation) and inferential statistics, including t-tests and chi-square tests. The results of the model indicate that factors such as attitude towards the behavior, perceived value, word-of-mouth and uncertainty significantly influence purchasing decisions. The statistical model for consumer behavior intention is as follows: purchase intention = 1.453 + (0.187 * attitude) + (0.243 * perceived value) + (0.168 * WOM), which explains 73.2% of the variance in purchasing decisions, with a standard error of ±0.398. Recommendations for Pop Mart Blind Box include prioritizing introduction of the new designs and the new innovative characters to enhance new product value, utilizing the brand storytelling to strengthen emotional to connections with younger generation consumers, and expanding product lines based on popular characters. These findings offer Pop Mart Blind Box valuable insights for refining its marketing strategy, enhancing consumer engagement, and driving sales in the competitive art toy market.