THE GAMIFICATION APPEAL: HOW PSYCHOLOGICAL OWNERSHIP AND FOMO DRIVE REPURCHASE IN POP MART'S BLIND BOX MODEL

Abstract

While the blind box model's commercial success is often attributed to scarcity, the underlying gamification mechanics and psychological drivers remain less explored. This study investigates how the gamified experience of Pop Mart blind boxes—specifically through the lenses of psychological ownership and the fear of missing out (FOMO)—fuels consumer repurchase intention. Through a quantitative survey of 400 consumers in Chengdu, China, we examined the relationships between gamification perceptions, psychological ownership, FOMO, and repurchase behavior. The results indicate that the gamified surprise mechanics significantly enhance psychological ownership, while scarcity cues trigger FOMO. Both psychological ownership and FOMO serve as critical parallel mediators, strongly influencing repurchase intention. This research provides a novel perspective by decoupling the psychological mechanisms behind blind box consumption, offering insights for designing engaging and sustainable experiential retail strategies. Both psychological ownership and FOMO serve as critical parallel mediators, strongly influencing repurchase intention. This research provides a novel perspective by decoupling the psychological mechanisms behind blind box consumption, offering theoretical insights for behavioral economics and practical guidance for designing engaging and sustainable experiential retail strategies.