Study of Blind Box Product Hunger Marketing Strategy Based on Guizhou Consumer Purchase Intention

Abstract

With the development of Internet technology, products’ marketing channels and methods have been improved sustainably. Blind box utilized the psychology of consumers to pursue stimulation and then used consumers’ curiosity to motivate their buying intention. Hunger marketing was considered the best matching strategy for blind box products to influence Guizhou consumer purchase intention. The objectives of this study were to investigate blind box product sales development trends in the Guizhou market, analyze purchase intention through the elements of hunger marketing strategy, and propose the appropriate concepts and understandings of marketing strategy in the blind box sale. Five independent variables of innovative mentality, curiosity mentality, comparison psychology, brand psychology, and herd mentality were set for the hypothesis tests to consumer purchase intention.