Abstract:
Generation Z, born between the post-90s and post-00s, has become a pioneer in
commodity consumption. Blind boxes are one of their favorite items. In 2020, the
outbreak of COVID-19 has had a huge impact on economic development. According
to incomplete statistics, China's economy has been hit hard, with nearly 10 million
stores closing down. Still, the blind box market is growing rapidly during the
pandemic. In 2019, the size of China's blind box market reached 20.6 billion yuan, an
increase of 47.9% over 2018. In 2020, although the national economy has declined
due to the epidemic, the blind box market is not less than 26 billion yuan. This study
aims to investigate and find out the reasons behind it. In this study, emotional
satisfaction, social satisfaction, gambler's psychological satisfaction is used as the
independent variable. Perceived usefulness is the intermediate variable, product
satisfaction is the intermediate variable, and purchase intention is the dependent
variable. This study adopts the applied survey method to conduct a questionnaire
survey on several valid respondents. It includes examining the influence of TAM and
social factors on customers' purchase intention. Questionnaire survey, SEM analysis
and SmartPLS software were also used in this study.
