Study the factor which influence customer to purchase pop mart as blind box

Abstract

This thematic paper explores the factors that influence customers' intentions to buy Blind Box products from Pop Mart, a leading retailer of Art Toys in Thailand. The study seeks to understand customer behavior by following a theoretical framework that includes product design, uncertainty, perceived value, investment, and advertising effectiveness. This research is expected to provide useful insights into customers' intentions, preferences, and decision-making processes when they interact with the Pop Mart brand. Data from respondents were acquired using quantitative research methodology via an online questionnaire. The data analysis, which included mean scores, factor analysis, and regression, revealed two main elements impacting customers' intentions to buy from Pop Mart: Product Value and Emotional Connection. Recommendations for Pop Mart include emphasizing new designs and innovative characters to enhance product value, leveraging brand storytelling to strengthen emotional connections, and expanding product series based on popular characters. These findings provide Pop Mart with actionable insights for refining its marketing strategy, increasing consumer engagement, and driving sales in the competitive Art Toy market