THE IMPACT OF THE BLIND BOX MODEL ON POP MART CONSUMERS' REPURCHASE INTENTION ：BASED ON THE PERSPECTIVE OF SCARCITY PERCEPTION

Abstract

This study investigates the impact of Pop Mart's blind box model on consumer repurchase intention through the lens of scarcity perception. Grounded in Commodity Theory and Reactance Theory, the research examines how perceived scarcity—operationalized through quantity, time, and uniqueness dimensions—influences repeat purchases. A quantitative study was conducted using a structured questionnaire distributed to 400 consumers in Chengdu, China. The empirical findings strongly support all three hypotheses, demonstrating significant positive correlations between each scarcity dimension and repurchase intention. The study concludes that scarcity perception is a multifaceted and powerful driver of repurchase intention within the blind box model, offering valuable practical implications for trendy toy enterprises to optimize marketing strategies and enhance customer loyalty.