ANALYSIS OF BLIND BOX MARKET GROWTH IN YICHANG’S UNIVERSITIES

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.