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

Gustave Florentin Nkoulou Mvondo, Fengjie Jing and Khalid Hussain

Journal of Retailing and Consumer Services, 2023, vol. 71, issue C

Abstract: 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.

Keywords: Hedonic benefits; Perceived risk; Risk propensity; Customer delight; Brand evangelism; Blind box selling strategy (search for similar items in EconPapers)
Date: 2023
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Citations: View citations in EconPapers (4)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:71:y:2023:i:c:s096969892200282x

DOI: 10.1016/j.jretconser.2022.103189

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