文献类型：期刊文献

英文题名：What?s in the box? Investigating the benefits and risks of the blind box selling strategy

作者：Mvondo, Gustave Florentin Nkoulou[1];Jing, Fengjie[1];Hussain, Khalid[2]

机构：[1]East China Univ Sci & Technol, Sch Business, 130 Meilong Rd, Shanghai 200237, Peoples R China;[2]Sultan Qaboos Univ, Coll Econ & Polit Sci, Dept Mkt, Muscat, Oman

年份：2023

卷号：71

外文期刊名：JOURNAL OF RETAILING AND CONSUMER SERVICES

收录：;WOS:【SSCI(收录号:WOS:000898481000010)】；

语种：英文

外文关键词：Hedonic benefits; Perceived risk; Risk propensity; Customer delight; Brand evangelism; Blind box selling strategy

摘要：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.