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Abstract Under the guidance of POP MART and other brands' blind boxes/mystery boxes, the increasingly popular "blind box culture" has drawn significant attention from both brands and consumers. While scholars have studied the characteristics and influencing factors of various non–deterministic consumption practices, a systematic consensus on its epidemic mechanism has not yet been established. Therefore, this study provides a systematic review of relevant research and develops a mechanism for individual purchase of non–deterministic goods based on the theory of hedonic–utilitarian shopping value. We believe that future studies can further explore from liberating–engagement theory perspective, pay attention to the regulatory effect of shopping status and the influence of digital technology, and conduct intervention research on its potential harm.
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Published: 14 December 2023
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