The Characteristics,Promotion and Publicity of Clothing Blind Box Products and Consumers'Impulse Purchase Intention
With the rapid development of the blind box market,clothing companies have also introduced"blind box"marketing means.The purpose of this study is to explore how to promote the product features and brands of the clothing blind boxes and in-fluence consumers'impulse purchase intentions.Based on the SOR theory model,the relationship model between the product features,promotion and publicity of clothing blind boxes and consumers'impulse purchase intention is established.SPSS 20.0 data analysis software was used for descriptive statistics,reliability,validity testing,factor analysis,and regression analysis.The results show that the IP characteristics,social characteristics,stimulating and mysterious promotion and publicity of the clothing blind box all positively affect the consumers'impulse purchase intention,perceived value,and mediating effect of perceived arousal.According to the above research conclusions,this paper puts forward countermeasures and suggestions for enterprises and brands that want to launch clothing blind box products from the aspects of IP characteristics,social characteristics,stimulating marketing,mysterious marketing,and market status quo.
clothing blind boxproduct featurespromotion and publicityimpulse purchase intentionSOR theory
万方数据
维普
