TY - JOUR
T1 - What's in the box? Investigating the benefits and risks of the blind box selling strategy
AU - Mvondo, Gustave Florentin Nkoulou
AU - Jing, Fengjie
AU - Hussain, Khalid
N1 - Publisher Copyright:
© 2022 Elsevier Ltd
PY - 2023/3/1
Y1 - 2023/3/1
N2 - 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.
AB - 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.
KW - Blind box selling strategy
KW - Brand evangelism
KW - Customer delight
KW - Hedonic benefits
KW - Perceived risk
KW - Risk propensity
UR - http://www.scopus.com/inward/record.url?scp=85142234583&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=85142234583&partnerID=8YFLogxK
UR - https://www.mendeley.com/catalogue/f89c2eec-02f9-3f75-a4df-24155fb934f6/
U2 - 10.1016/j.jretconser.2022.103189
DO - 10.1016/j.jretconser.2022.103189
M3 - Article
AN - SCOPUS:85142234583
SN - 0969-6989
VL - 71
JO - Journal of Retailing and Consumer Services
JF - Journal of Retailing and Consumer Services
M1 - 103189
ER -