张仙

劉昊昱

商學院

工商管理碩士學位(MBA)課程(中文學制)

碩士

2022

目標趨近效應對盲盒消費者購買意願的影響

The impact of goal approaching effect on the purchase intention of blind boxes

盲盒 ; 消費者心理 ; 概率銷售 ; 目標趨近效應 ; 避免重複效應

Blind boxes; consumer psychology ; probabilistic selling ; target convergence effect ; avoidance of repetition effect

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雙十一、雙十二期間，各大商家運用“盲盒+”的營銷手段創造出“盲盒+美妝”、“盲盒+服裝”、“盲盒+機票”等玩法，受到消費者們的追捧。再加上2022年北京冬奧會發售“冰墩墩”盲盒，一度造成“一敦難求”的局面。盲盒經濟也逐漸成為主流經濟文化之一。而盲盒最初是在潮玩市場中流行，它的隨機性和未知屬性不斷刺激消費者心理，為消費者帶來心理上的滿足。但現如今，潮玩企業如雨後春筍般出現，潮玩市場競爭劇烈，因此探究盲盒消費者的心理需求因素已刻不容緩，抓住消費者的心理動機，提高消費者滿意度和用戶黏性是潮玩公司持續發展的關鍵。有助於幫助企業更好的瞭解消費者心理，引導盲盒企業健康且持續發展下去。因此，本文對盲盒消費者的購買意願展開研究，尤其探究目標趨近效應對盲盒消費者的影響。
本文將以消費者心理行為為基礎，提出目標趨近效應和避免重複效應兩個中介變量，來探究對消費者購買意願的影響，以及明晰還有哪些因素影響著盲盒消費者的購買行為。通過騰訊問卷設計並發放問卷，回收到數據後使用SPSS對數據進行研究分析。研究結果表示消費者已擁有的盲盒數量對目標趨近效應有顯著正向影響，對避免重複效應沒有顯著正向影響。目標趨近效應對消費者購買意願有顯著正向影響，對避免重複效應有顯著正向影響。同時目標趨近效應對避免重複效應有顯著正向影響。同時目標趨近效應和避免重複效應對消費者購買意願均呈現中介效用，同時起到鏈式中介效應。對研究結果進行探討後，在企業方面和消費者方面均提出相關建議。
本研究結果明晰了盲盒消費者的心理需求和行為，具有創新性。

During the period of Double 11 and Double 12, major merchants used the "blind box +" marketing methods to create "blind box + beauty", "blind box + clothing", " Blind box + air tickets" and other games, which were sought after by consumers. In addition, the 2022 Beijing Winter Olympic Games sold "ice dun dun" blind boxes, which once caused the situation of "one dun is hard to find". The blind box economy has gradually become one of the mainstream economic cultures. The blind box was initially popular in the tide market, its randomness and unknown attributes continue to stimulate consumer psychology, bringing psychological satisfaction to consumers. However, nowadays, there are a lot of companies in the market, so it is urgent to explore the psychological needs of blind box consumers and to seize the psychological motivation of consumers. It helps companies to better understand the psychology of consumers and guide the healthy and sustainable development of blind box companies. Therefore, in this paper, we investigate the purchase intention of blind box consumers, especially the influence of target tendency effect on blind box consumers.
Based on consumer psychological behavior, two mediating variables, the target tendency effect and the avoidance of repetition effect, are proposed to investigate the impact on consumers' purchase intention and to clarify what other factors influence blind box consumers' purchase behavior. A questionnaire was designed and distributed through a Tencent survey, and the data were analyzed using SPSS. The results of the study indicated that the number of blind boxes that consumers already owned did not have a significant effect on consumers' purchase intention, and the target convergence effect had a significant positive effect on consumers' purchase intention and a significant positive effect on the avoidance of repetition effect. The avoidance of repetition effect does not have a significant effect on consumers' purchase intention.
At the same time, the target tendency effect and the avoidance of repetition effect showed mediating effects on consumers' purchase intentions. The results of the study are examined and recommendations are made on both the firm side and the consumer side.
This study confirms the mediating effect of the target tendency and avoidance of repetition effects between the number of blind boxes consumers already own and consumers' purchase intention, and clarifies the psychological needs and behaviors of blind box consumers, which is innovative.

2023

中文

51

致 謝 I
Abstract V
圖目錄 IX
表目錄 X
第一章 緒 論 1
1.1研究背景 1
1.2研究目的 8
1.3研究意義 9
1.3.1理論意義 9
1.3.2實踐意義 9
1.3.3研究創新點 10
1.4研究內容及論文框架 10
第二章 文獻綜述 13
第三章 模型構建與研究假設 21
3.1研究假設 21
3.2實驗設計 23
3.2.1研究方法 24
3.2.2問卷開發過程 25
3.3問卷設計 25
3.3.1問卷構成 25
3.3.2單因子組間設計 26
3.3.3目標趨近效應量表 26
3.3.4避免重複效應量表 27
第四章 數據分析 28
4.1樣本樣貌分析 28
4.2回歸分析 29
4.2.1消費者已擁有數量與目標趨近效應的回歸分析 29
4.2.2消費者已擁有數量與避免重複效應的回歸分析 30
4.2.3目標趨近效應與購買意願的回歸分析 30
4.2.4避免重複效應與購買意願的回歸分析 31
4.2.5目標趨近效應與避免重複效應的回歸分析 32
4.3中介分析 33
4.4本章小結 34
第五章 結論與展望 36
5.1研究結論 36
5.1.1消費者已擁有盲盒數量與目標趨近效應、避免重複效應之間的關係 36
5.1.2目標趨近效應、消費者已擁有盲盒數量和購買意願的中介效應 37
5.1.3目標趨近效應與避免重複效應對消費者已擁有盲盒數量和購買意願的中介效應 38
5.1.4避免重複效應對消費者已擁有盲盒數量和購買意願的中介效應 38
5.1.5目標趨近效應與避免重複效應對消費者已擁有盲盒數量和購買意願的中介效應 38
5.2管理建議 38
5.2.1消費者方面 39
5.2.2企業方面 40
5.3本研究的局限性 40
5.4未來展望 41
參考文獻 43
附 錄 47

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