The Impact of online community on blind box repurchase intention

Abstract

As an emerging concept in recent years, blind boxes have attracted much attention from academia and industry. However, few studies have focused on probabilistic commodities with uncertain purchase outcomes, such as blind boxes, and consumers’ behavioral decisions. This research, using the questionnaire survey method, focuses on the relationship between online community interaction, herd mentality, and repurchase intention based on the two dimensions of blind box community interaction (interpersonal interaction and information interaction). The objective is to examine how blind box community interaction affects repurchase intention through herd mentality. Data are obtained through questionnaire surveys of blind box community members, and Structural Equation Modeling (SEM) is used to validate the influence model and related research hypotheses proposed in this research on the relationship between blind box community interactions and consumer repurchase intention. The results of this research draw the following conclusions: Community interaction can have a direct impact on the repurchase intention of blind box consumers. The herd effect has a mediation effect on the two dimensions of community interaction, informational interaction, and interpersonal interaction, and consumers’ repurchase intention. This research enriches the theoretical understanding of consumer purchase intention decision-making related to uncertain probability commodities.