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Wenny Pebrianti
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Journal : Economic Reviews Journal

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The Effect of Perceived Uncertainty on Purchase Intention of Blind Box Product: Curiostiy as Mediator and Perceived Risk as Moderator Nabilah Annisa, Sitti; Afifah, Nur; Pebrianti, Wenny; Bagus Purmono, Bintoro; Ahmadi, Ahmadi
Economic Reviews Journal Vol. 5 No. 2 (2026): Economic Reviews Journal
Publisher : Masyarakat Ekonomi Syariah Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56709/mrj.v5i2.1103

Abstract

The blind box phenomenon has developed into a popular toy trend that leverages consumers’ psychological aspects, particularly among Gen Z. This element of uncertainty not only creates surprise but also generates positive emotional responses such as curiosity, excitement, and satisfaction, which become the main attraction of blind box products. This study aims to analyze the effect of perceived uncertainty on purchase intention toward blind box products, with curiosity as a mediating variable and perceived risk as a moderating variable among Generation Z in Pontianak City, based on the Stimulus–Organism–Response (SOR) theory. This research employs a quantitative approach with a causal design, involving 200 respondents from Generation Z who are aware of and interested in purchasing blind box products, selected using purposive sampling. Data were collected through a questionnaire using a 5-point Likert scale and analyzed using PLS-SEM with the assistance of SmartPLS 4.0 software. The results indicate that perceived uncertainty has a positive and significant effect on curiosity but does not have a significant direct effect on purchase intention. Furthermore, curiosity has a positive and significant effect on purchase intention and significantly mediates the relationship between perceived uncertainty and purchase intention. Meanwhile, the moderating effect of perceived risk on the relationship between perceived uncertainty and purchase intention is not significant. This study provides theoretical contributions to the development of SOR theory in the context of uncertainty marketing in blind box products, as well as practical implications for businesses in creating more engaging experiences and managing risk to enhance purchase intention
Co-Authors Afifa Safiera, Ratu Ahmad Salahuddin Ahmad Shalahuddin, Ahmad AHMADI Akbar, Muhammad Tareq Al Vayyed Shalatar Barqah Djus Alfiyyah Zalfa Salsabillah Almira , Andrea Marsha Ana Fitriana Anggriani, Yeni Annisa, Sitti Nabilah Anwar Azazi Aqsa, Daffa Fernanda Ardiansyah, Fito Arman Jaya Arweni, Arweni Aryanti, Ririn Astrella Callista Putri Raharjo Augusta Genta Buwana Aulia, Mujahida Bagus Purmono, Bintoro Baras, Theresa Putri Yunita Barkah Barkah Barkah Barkah, Barkah Bintoro Bagus Purmono Cahyadi, Muhammad Byan Farreldipo Daud, Ilzar Desi Nurhalita Deva, salsabilla Dewi Ediansyah, Ediansyah Erna Listiana Erna Listiana Fahruna, Yulyanti Fauzan, Rizky Fiola Okta Ningtias Fitriana , Ana Fitriandy, Rizki Fitriani, Adelia Fransiska, Helen Giriati Giriati, Giriati Gita, Leiya H, Heriyadi Hamsyi, Nur Fitriana Harry Setiawan Helma Malini, Helma Heriyadi Heriyadi, Heriyadi I. K, Maria Christiana Ikram Yakin Indra Safari Iwan Setiawan J, Junaidi Juniwati Juniwati Juniwati Kamaaluddin, Kamaaluddin Kamesywara, Saskia Farrasdita Kautsar, Gandhy Muhamad Levina, Widya Listyanti, Anindita Ayu Lonika, Tesa M. Irfani Hendri Maghribi, Rizqi Maria Christiana Iman Kalis, Maria Christiana Mazayatul Mufrihah B11212091 Meydiawati, Meydiawati Miranda, Fina Mochammad Imron Awalludin Muhammad Afif Muhammad Awal Muharani Mustarudin, Mustarudin Nabila, Amaninda Jihan Nabilah Annisa, Sitti NUR AZIZAH MAULIDIA, NUR AZIZAH Nur Kholis Farhan Nurrahim, Muhammad Fakhri Pamungkas, Angga Suda Pardede, Kaleb El Nusa Priskila, Priskila Puput Lestari Purmono, Bintoro Bagus Purnomo, Bintoro Bagus Putra, Rafi Risya Putri, Laeli Rahayu, Ratna Bhanuwati Rahmadania Rahmadi, Nizar Rahmayanti, Ensi Ramadania Ramadania Ramadania, Ramadania Ratnawati Ratnawati Ricky Martin Rivelino, Nicholas Romanisti, Shemma Anggia S, Syahbandi Saputra, Egi Sartika, Fiona Setiawan , Harry Sigit Ardi Saputra Suci Wulandari Suwandi, Della Syahbandi Syahbandi Syaifullah, Muhammad Hasan Syarif Riezieq Tiara Nur Salsabila Tiara Wati Titik Rosnani Tyas*, Heni Mulyaning Uray Ndaru Mustika Vanessa, Vivian Yuwinda, Risa