What's in the box? Investigating the benefits and risks of the blind box selling strategy |
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| Institution: | 1. University of Virginia, Charlottesville, VA 22904, USA;2. CEPR, London, UK;3. City, University of London, London EC1V 0HB, UK;4. CERGE-EI, a joint workplace of Charles University and the Economics Institute of the Czech Academy of Sciences, Prague 1, Czechia;5. National Research University Higher School of Economics, Moscow, Russia;1. Ricciardi School of Business, Bridgewater State University, 131 Summer Street, Bridgewater, MA 02325, USA;2. D''Amore-McKim School of Business, Northeastern University, 360 Huntington Avenue, Boston, MA 02115, USA |
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| Abstract: | This study explores the benefits and risks of the blind box selling strategy, a unique type of marketing approach wherein consumers purchase a package from a retailer without knowing its content. To this end, this study develops a new framework by incorporating hedonic benefits, perceived risk, risk propensity, customer delight, and brand evangelism in an integrated conceptual model. The findings of a survey of 486 respondents demonstrate that hedonic benefits have a positive influence on customer delight, while perceived risk has a negative effect, and risk propensity moderates the relationship between the two constructs. The findings also reveal that customer delight stimulates brand evangelism and mediates the relationship between hedonic benefits, perceived risk, and brand evangelism. This research highlights the importance of the blind box selling strategy and provides valuable managerial insights for brand managers. |
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| Keywords: | Hedonic benefits Perceived risk Risk propensity Customer delight Brand evangelism Blind box selling strategy |
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