Study of Blind Box Product Hunger Marketing Strategy Based on Guizhou Consumer Purchase Intention

Ningxin He


With the development of Internet technology, products’ marketing channels and methods have been improved sustainably. Blind box utilized the psychology of consumers to pursue stimulation and then used consumers’ curiosity to motivate their buying intention. Hunger marketing was considered the best matching strategy for blind box products to influence Guizhou consumer purchase intention. The objectives of this study were to investigate blind box product sales development trends in the Guizhou market, analyze purchase intention through the elements of hunger marketing strategy, and propose the appropriate concepts and understandings of marketing strategy in the blind box sale. Five independent variables of innovative mentality, curiosity mentality, comparison psychology, brand psychology, and herd mentality were set for the hypothesis tests to consumer purchase intention.


Blind Box Product; Hunger Marketing Strategy; Consumer Purchase Intention

Full Text:



["[1] He, Z. (2013). A new marketing strategy based on consumer psychology-hunger marketing. Youth and Society. Vol 11, p.93-94.","[2] Wang, D. (2019). Research on the marketing model of the trendy brand popmart. Cultural Industry Guide. Vol 5, p.77-80.","[3] Alalwan, A. (2018). Investigating the impact of social media advertising features on customer purchase intention. International Journal of Information Management. Vol 42, p. 65-77.","[4] Venkatesh, V. et al. (2003). u201cUser Acceptance of Information Technology: Toward a Unified Viewu201d. MIS Quarterly. Vol 27(3), p.425u2013478. ","[5] Wang, T. and Bi, S. (2021). The marketing model of trendy toys u201cblind boxu201d. Modern Business, Vol 23, p.15-17.","[6] Yu, L. and Zhang, J. (2018). A two-period pricing model with hunger marketing strategy. Journal of Modelling in Management. Vol 13 No 1, p.81-100."]

DOI: http://dx.doi.org/10.18282/l-e.v10i6.2829


  • There are currently no refbacks.