The Factors in Fluencing the Decision to Purchase Model Blind Boxes of Pop Mart for Consumers in Bangkok and Metropolitan Areas

Abstract

The consumption of blind box models in Thailand has continuously increased, driven by consumers' excitement and the desire to win or acquire rare items. The Pop Mart brand collaborates with internationally recognized artists to produce model blind boxes. This study aims to examine consumer behavior and factors influencing purchasing decisions of Pop Mart model blind boxes among consumers in Bangkok and its vicinity. This research employs a quantitative approach using a questionnaire distributed via Google Forms. Content validity, assessed using the Index of Item-Objective Congruence (IOC), ranged from 0.67 to 1.00, and Cronbach's alpha exceeded 0.7. The sample consisted of 400 consumers aged 18 years and above who had previously purchased Pop Mart blind boxes in Bangkok and its vicinity. The results indicate that brand equity factors, comprising brand awareness and perceived quality, and influencer factors, comprising attractiveness, trustworthiness, and expertise, significantly influenced purchasing decisions at the 0.05 level of statistical significance. This study provides value in explaining consumer behavior within the growing blind box market and offers practical implications for developing marketing strategies aligned with consumer behavior. However, the study is limited by its geographic scope, covering only Bangkok and its vicinity, as well as its reliance on a single questionnaire-based data collection method. Future research should therefore expand to other regions and incorporate qualitative research approaches. From a policy perspective, the government can utilize these findings to support public relations efforts and promote product development, as well as provide opportunities for Thai artists and entrepreneurs to gain international recognition through the incorporation of cultural identity into product design.