<![CDATA[Purpose – This study aims to examine the effects of uncertainty and aesthetics on repurchase intention among Pop Mart blind box consumers by investigating the mediating role of perceived fun. Design/Methodology/Approach – This study employed a quantitative research design. Data were collected from 180 Generation Z Pop Mart blind box consumers in Java using a structured questionnaire. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to examine the direct and indirect relationships among uncertainty, aesthetics, perceived fun, and repurchase intention. Findings – The results indicate that uncertainty has a positive but insignificant effect on repurchase intention. In contrast, aesthetics has a positive and significant effect on repurchase intention, both directly and indirectly through perceived fun. These findings suggest that visual appeal and enjoyable consumption experiences are stronger drivers of repeat purchase behavior than uncertainty in the blind box consumption context. Originality/Value – This study contributes to the consumer behavior and experiential marketing literature by examining the role of perceived fun as an emotional mechanism linking product aesthetics to repurchase intention in the emerging blind box market. The findings provide practical insights for collectible product companies by emphasizing the importance of attractive designs and engaging unboxing experiences to strengthen consumer attachment and encourage repeat purchases.]]>
