Why Do Consumers Buy What They Cannot See? A Conceptual Framework of Impulsive Buying in Blind Box Consumption

Abstract

Blind box products have gained popularity among young consumers because they offer uncertainty and excitement during the purchasing process. Previous studies have identified various factors that influence consumer behavior in blind box consumption. However, these factors have mostly been examined separately, making it difficult to fully understand impulsive buying behavior in the blind box context. Therefore, this study develops a conceptual framework based on the Stimulus-Organism-Response (S-O-R) perspective by integrating environmental and psychological factors. By using a conceptual research approach, this study reviews and analyzes relevant literature on blind box consumption. The proposed framework suggests that store atmosphere, fashion involvement, perceived novelty, surprise, and perceived uncertainty influence consumer curiosity. In turn, curiosity influences impulsive buying behavior. In addition, perceived luck is proposed to directly influence impulsive buying behavior, while price consciousness moderates the relationship between curiosity and impulsive buying behavior. This study provides a more comprehensive understanding of impulsive buying behavior in blind box consumption and offers directions for future empirical research.