盲盒社交筹赏性对当代消费者再购意愿的影响

The impact of social rewards of blind box culture on contemporary consumer repurchasing intention

近年来,盲盒文化逐渐风靡全球,成为一种跨界、多元化、跨时代的文化现象。盲盒不仅是可供玩耍的玩具,也是一种具有功能性的承载着人与人交流的媒介。通过问卷调查的形式回收有效问卷169份,进行统计分析以验证盲盒文化的社交筹赏性对当代消费者对待盲盒产品态度再次购买意愿的影响。研究发现,盲盒文化的社交筹赏性显著正向影响消费者对待盲盒产品态度以及消费者的再次购买意愿。研究结论对企业进行盲盒形式营销以及注重为消费者提供更多社交互动和分享的平台,增强产品的社交属性和用户黏性等均有一定的指导意义。

In recent years,blind box culture has gradually become popular worldwide and has become a cross-border,diversified,and cross-generational cultural phenomenon.Blind boxes are not only toys for playing,but also functional media that carry communication be-tween people.Through a survey of 169 valid questionnaires,statistical analysis was conducted to validate the impact of social reward nature of blind box culture on contemporary consumers'attitudes towards blind box products and their willingness to make repeat purchases.The study found that the social reward nature of blind box culture significantly positively influences consumers'attitudes towards blind box prod-ucts and their repurchase intention.The research findings have practical implications for companies engaging in blind box marketing,em-phasizing the importance of providing social interaction and sharing platforms for consumers to enhance the social nature and user stickiness of their products.