摘
要
摘要
近两年，盲盒已经成为千禧年代玩家消费最高的爱好之一，同时，不少商家在节日
时，都会通过盲盒方式吸引年轻人的注意。许多品牌已经利用“盲盒”方法策划了许多
成功的促销活动。然而，从手办盲盒到机票盲盒，盲盒又经过了一个由稀缺到热销的过
程。但是，对于盲盒营销的研究在设计领域和定性研究较多，很少有文献在品牌体验营
销领域探究盲盒。对于盲盒的研究，现有的研究大多集中在盲盒是什么、盲盒经济带来
的消费热潮、盲盒经济引发的消费反思以及盲盒消费为何成为年轻人的消费新现象等定
性研究。对于盲盒的研究，几乎没有采用定量的研究方法，真正去探究盲盒营销对消费
者造成的影响及其作用机制，也没有研究探究怎样的营销策略才能真正吸引到消费者。
因此，如何真正更好的实现盲盒营销呢？本文从四个方面展开研究。
在以往研究的基础上，本文通过对售卖方式的模拟，借鉴了 SOR理论模型和精细
加工可能性模型的内容，研究不同的售卖方式（盲盒形式 vs普通形式）如何影响消费
者态度。其次，本研究提出感知趣味性作为其作用机制进行探究；接着，本研究将产品
类型分为体验品和搜索品，并探究了在不同的产品类型下，售卖方式的选择对消费者态
度和作用机制是否会产生不同的影响；最后，本研究探究了在不同的感知风险下，售卖
方式的选择对消费者态度是否也会产生不同的影响。本研究认为，基于 SOR理论和精
细加工可能性模型，品牌产品的售卖方式对消费者态度存在不同影响，当采用盲盒形式
时，消费者的态度更高；感知趣味性在售卖方式和消费者态度中起中介作用；进一步研
究认为，当产品类型为体验品时，售卖方式采用盲盒形式比普通形式对消费者的感知趣
味性更高，消费者的态度更好，当产品类型是搜索品时，售卖方式对消费者的感知趣味
性和态度没有显著差异；不同的感知风险情景也会影响消费者态度，当消费者处于感知
风险低的情景时，售卖方式采用盲盒形式更能提高消费者的态度，当消费者处于感知风
险高的情景时，售卖方式的选择对消费者态度没有显著差异。
本文通过四组实验，探讨在不同的产品类型和感知风险情景下，售卖方式对消费者
态度的影响以及感知趣味性如何在其中起中介作用的。具体来说，实验一探究了售卖方
式（盲盒形式 vs普通形式）对消费者态度的影响；实验二探究了感知趣味性在售卖方
式（盲盒形式 vs普通形式）对消费者态度中的中介作用；实验三探究在不同的产品类
型下（体验品 vs搜索品），售卖方式（盲盒形式 vs普通形式）对感知趣味性和消费者态
度的影响；实验四探究在不同的感知风险下（高 vs低），售卖方式（盲盒形式 vs普通形
式）对消费者态度的影响。研究结论丰富和拓展盲盒营销策略等相关理论，也能为企业
品牌在进行产品营销和盲盒营销提供了一定的指导和参考意义。在文章最后，指出了本
文存在的一些不足，并进行了未来研究方向的展望。
关键词：盲盒营销；感知趣味性；产品类型；感知风险
I
Abstract
Abstract
In the past two years, blind boxes have become one of the most expensive hobbies among
millennials, and many businesses use blind boxes to attract young people's attention during
festivals. Many brands have planned many successful promotions using the "blind box"
approach. However, from hand-made blind box to air ticket blind box, blind box has gone
through a process from scarcity to hot selling. However, there are many researches on blind
box marketing in the field of design and qualitative research, and few literatures explore blind
box in the field of brand experience marketing. As for the research of blind box, the existing
researches mostly focus on the qualitative research of what blind box is, the consumption
boom brought by blind box economy, the consumption reflection caused by blind box
economy, and why blind box consumption has become a new consumption phenomenon of
young people. As for the research on blind boxes, there is almost no quantitative research
method to really explore the impact of blind box marketing on consumers and its mechanism,
and also no research to explore what kind of marketing strategy can really attract consumers.
Therefore, how to really better achieve blind box marketing? This paper carries out research
from four aspects.
On the basis of previous studies, this paper studies how different selling methods (blind
box form vs. ordinary form) affect consumers' attitudes through the simulation of selling
methods and the reference of SOR theoretical model and fine processing possibility model.
Secondly, this study puts forward the perception of fun as its mechanism to explore; Then,
this study divides product types into experiential products and search products, and explores
whether the choice of selling mode will have different effects on consumer attitude and
mechanism under different product types. Finally, this study explores whether the choice of
selling mode will have different influences on consumers' attitudes under different perceived
risks. In this study, based on SOR theory and fine processing possibility model, the way of
selling brand products has different effects on consumers' attitude, and when blind box is
adopted, consumers' attitude is higher. Perceived fun plays a mediating role in selling mode
and consumer attitude. Further research shows that when the product type is experiential, the
blind box sales method has a higher perceived interest and a better attitude to consumers than
the ordinary sales method. When the product type is search product, there is no significant
difference in the perceived interest and attitude of consumers. Different perceived risk
scenarios also affect consumers' attitudes. When consumers are in a low perceived risk
scenario, blind box mode of sales can improve consumers' attitudes; when consumers are in a
high perceived risk scenario, there is no significant difference between the choice of sales
mode and consumers' attitudes.
II
Abstract
In this paper, four groups of experiments were conducted to explore the influence of
selling mode on consumer attitude under different product types and perceived risk scenarios
and how perceived fun plays a mediating role. To be specific, experiment 1 explored the
influence of selling method (blind box form vs ordinary form) on consumers' attitude; In
experiment 2, the mediating effect of perceived fun on consumers' attitudes was investigated.
Experiment 3 explored the influence of different product types (experiential vs search) and
selling methods (blind box vs ordinary form) on perceived fun and consumer attitudes;
Experiment 4 explored the influence of selling method (blind box form vs ordinary form) on
consumers' attitude under different perceived risks (high vs low). The research conclusions
enrich and expand the theories of blind box marketing strategy, and also provide certain
guidance and reference significance for enterprise brands in product marketing and blind box
marketing. At the end of the paper, some shortcomings of this paper are pointed out, and the
future research direction is also prospected.
Keywords: Blind box marketing; Perception of fun; Product type; Perceived risk
III