What?s in the box? Investigating the benefits and risks of the blind box selling strategy

This study explores the benefits and risks of the blind box selling strategy, a unique type of marketing approach wherein consumers purchase a package from a retailer without knowing its content. To this end, this study develops a new framework by incorporating hedonic benefits, perceived risk, risk propensity, customer delight, and brand evangelism in an integrated conceptual model. The findings of a survey of 486 respondents demonstrate that hedonic benefits have a positive influence on customer delight, while perceived risk has a negative effect, and risk propensity moderates the relationship between the two constructs. The findings also reveal that customer delight stimulates brand evangelism and mediates the relationship between hedonic benefits, perceived risk, and brand evangelism. This research highlights the importance of the blind box selling strategy and provides valuable managerial insights for brand managers.

Automated summary

This study investigates the advantages and risks of the blind box selling strategy, which involves consumers purchasing packages without knowing the contents. A new framework is developed, incorporating hedonic benefits, perceived risk, risk propensity, customer delight, and brand evangelism. The survey results of 486 respondents show that hedonic benefits positively influence customer delight, while perceived risk has a negative effect, with risk propensity moderating this relationship. Customer delight also stimulates brand evangelism and acts as a mediator between hedonic benefits, perceived risk, and brand evangelism. This research emphasizes the importance of the blind box selling strategy and provides valuable insights for brand managers.