Factors influencing blind box purchasing behavior among young consumers in Ho Chi Minh City: A study based on the theory of planned behavior (TPB)

Abstract

This study examines the factors influencing blind box purchasing behavior among young consumers in Ho Chi Minh City. By analyzing attitudes and behavioral intentions, the research seeks to identify key determinants shaping purchasing decisions in this emerging market segment. The study framework is grounded in the Theory of Planned Behavior (TPB) and incorporates insights from secondary data sources and quantitative research. The primary variables examined include Perceived Variety, Perceived Value, Emotional Engagement, Social Influence, Attitude, Perceived Behavioral Control, and Purchase Intention. A quantitative research approach was employed, with data collected through an online survey distributed via Google Forms. The sample comprised 322 respondents aged 18–25, primarily university students and young professionals, who represent the core demographic engaged in blind box purchases. Data analysis was conducted using PLS - SEM to assess the reliability, validity, and statistical significance of the proposed relationships. The findings reveal strong interrelationships among the studied variables. Perceived Variety and Perceived Value significantly influence Attitude and Emotional Engagement, which, in turn, drive Purchase Intention. Interestingly, Social Influence was found to have a limited impact, suggesting that blind box purchasing behavior is largely driven by individual preferences rather than external social factors. These insights offer valuable implications for businesses seeking to engage young consumers in the blind box market. The study provides strategic recommendations to enhance marketing approaches, optimize product offerings, and improve customer engagement within this growing industry