Research On The Status Of Book Blind Box Market And Consumers' Purchase Decision

With the rapid growth of national income and the upgrading of consumption,consumers are inclined to pursue personalized consumption process and the emotional satisfaction brought by the consumption experience,and more and more new situations of cultural consumption are occupying people's psychology.Nowadays,blind boxes are favored by all walks of life,and the business model of "blind box+" is rapidly emerging.Books as cultural products have their own special characteristics,and the content is often more important than the form.As a new marketing model in the field of book retailing,the blind book box has become hot and controversial at the same time.In this context,this paper takes book blind boxes as the main research object,analyzes and outlines the current situation of the book blind box market,explores the factors influencing the formation of purchase decisions by book blind box consumers,and explores the optimization of the book blind box marketing model.Through the collection and collation of existing marketing cases,field visits and online word-ofmouth analysis,we provide an overview of the current situation of the blind box market in terms of types of blind boxes,market awareness,pricing and sales,as well as the advantages and opportunities of the blind box marketing model,and the shortcomings and challenges it faces in the process of development.The data were collected and compiled by combining questionnaires and interviews,and SPSS and AMOS software were used to study the user profile,behavioral characteristics and factors influencing the purchase decision of blind book box consumers based on the "S-O-R" stimulusresponse model with consumers as the main body.The results show that the consumer behavior of blind box consumers has the following characteristics:the seemingly irrational behavior is driven by rational motives;the consumption process has a high willingness to share socially;the purchase intention is influenced by socially shared content and online evaluation.At the same time,consumers' purchase decisions are influenced by consumer delight,which consists of three factors:symbolic consumption,social sharing,and unpredictability.Finally,the above study provides development countermeasures and marketing suggestions for the sustainable operation of book blind boxes.