运气信念特质对盲盒购买意愿的影响机制——情绪的中介作用

Impact of Luck Belief Traits on Blind Box Purchase Intentions —Mediating Role of Emotions

中文关键词:  运气信念  预期情绪  体验后悔  盲盒促销  购买意愿

英文关键词:luck beliefs  anticipated emotion  experienced regret  blind box promotion  purchase intention

中文摘要:

      运气信念是影响盲盒购买的关键因素,但是鲜有研究关注这一个体特质差异与情绪在盲盒购买决策中的共同作用。在将运气信念分为高运气信念和低运气信念的基础上,借助4个心理学实验,探索了运气信念与情绪影响盲盒促销的机制,并得到如下发现。(1)在初次决策作用机制方面:预期情绪(预期惊喜/预期后悔)在运气信念影响购买意愿中发挥了中介作用；相较于低运气信念,高运气信念诱发的预期惊喜和预期后悔更强烈,同时产生的购买意愿也更高；预期惊喜的影响比预期后悔更大。(2)在重复决策作用机制方面:预期惊喜与体验后悔在个体特质影响重购意愿中发挥了中介作用；相较于低运气信念,高运气信念诱发的预期惊喜和体验后悔更强烈,同时产生的重购意愿也更高,且预期惊喜和体验后悔与重购意愿之间都呈正相关关系。为了更好地保护消费者权益,企业在关注运气信念、情绪和不确定性收益作用机制的同时,应加强商业伦理建设；消费者应切忌盲目相信运气,理性参与盲盒促销活动；政府应加强市场监管,完善盲盒促销的管理规范。

英文摘要:

      Luck beliefs are a key factor influencing blind box purchases; however, limited research has examined the combined influence of the individual trait differences and emotions on blind box purchase decision-making. By categorizing luck beliefs into high and low ones and conducting four psychological experiments, this study examines the mechanisms through which luck beliefs and emotions influence blind box promotion. The findings are as follows. (1) In the initial decision-making mechanism, anticipated emotions (anticipated surprise and anticipated regret) mediate the effect of luck beliefs on purchase intentions. Specifically, compared to low luck beliefs, high luck beliefs induce stronger anticipated surprise and anticipated regret, leading to higher purchase intentions, and anticipated surprise exerts a more substantial impact than anticipated regret. (2) In the repeated decision-making mechanism, anticipated surprise and experienced regret mediate the effect of individual traits on repurchase intentions. Specifically, high luck beliefs exhibit stronger anticipated surprise and experienced regret compared to low luck beliefs, leading to higher repurchase intentions. Both anticipated surprise and experienced regret are positively correlated with repurchase intentions. To better protect consumer rights and interests, enterprises should reinforce business ethics while paying close attention to the mechanisms involving luck beliefs, emotions, and uncertain gains. Consumers should refrain from blindly relying on luck and engage in blind box promotion with rational decision-making. The government should enhance market regulation and improve management standards for blind box promotion. 