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All Journal Equivalent : Journal of Economic, Accounting and Management
Ummu Savira Maulida Akhmad
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Economics, Econometrics & Finance

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Consumer Behavior And Marketing Strategies In Blind Box Commerce: A Systematic Literature Review Ummu Savira Maulida Akhmad; Budi Astuti
Equivalent : Journal of Economic, Accounting and Management Vol. 4 No. 1 (2026): Equivalent : Journal of Economic, Accounting and Management
Publisher : CV. Doki Course and Training

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61994/equivalent.v4i1.1554

Abstract

The blind box commerce phenomenon is rapidly growing as an uncertainty-based marketing strategy that combines elements of surprise, gamification, and collectibility value. This model has been proven to trigger curiosity, emotional arousal, and impulsive buying, especially among Gen Z, who are highly responsive to hedonistic experiences and visual branding. Although research on blind boxes is increasing, there has been no systematic review that integrates various theoretical and empirical perspectives to understand the psychological mechanisms and effectiveness of this marketing strategy. This study conducted a Systematic Literature Review (SLR) of 30 studies published between 2020 and 2025 to map the determinants of consumer behavior, the role of uncertainty, perceived value, scarcity, and social dynamics in blind box consumption. The analysis results show four main findings: (1) uncertainty drives curiosity, instant gratification, and cognitive biases such as gambler's fallacy; (2) perceived value, including emotional, symbolic, and social value, is a strong mediator in purchase and repurchase intention; (3) marketing strategies such as scarcity, IP licensing, and gamification increase engagement and urgency to purchase; and (4) there are ethical risks such as overspending, anxiety, and potential addiction in vulnerable groups. This study offers an integrated conceptual framework based on SOR, Uncertainty Curiosity Theory, Perceived Value Theory, and Scarcity Theory, and provides practical implications for brands and regulators to develop more ethical, effective, and sustainable blind box marketing.
Blind Box Preferences Under Uncertainty: A Positioning-Schema-Value Model with Self-Determination Motivation Ummu Savira Maulida Akhmad
Equivalent : Journal of Economic, Accounting and Management Vol. 4 No. 1 (2026): Equivalent : Journal of Economic, Accounting and Management
Publisher : CV. Doki Course and Training

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61994/equivalent.v4i1.1581

Abstract

This conceptual article develops an integrative model to explain the formation of consumer preferences for blind boxes in conditions of uncertainty through the linkage of brand strategy, consumer cognitive structure, and motivational orientation. The purpose of this study is to formulate the process mechanism whereby brand positioning shapes brand schema, schema helps consumers interpret uncertainty, and the results of that interpretation accumulate into perceived value, which then drives preference. The method used is narrative conceptual synthesis to integrate literature on positioning and brand meaning, schema-based information processing, perceived value theory, and Self-Determination Theory. The synthesis results in a Positioning–Schema–Value model with four testable propositions: (1) brand positioning positively influences the formation of brand schema, (2) brand schema positively influences perceived value of blind boxes, (3) perceived value positively influences consumer preferences, and (4) intrinsic and extrinsic motivation moderate the relationship between perceived value and preferences. This model explains why uncertainty can be interpreted as a source of emotional and symbolic value, and why consumers with similar levels of perceived value can show different strengths of preference. In conclusion, managing blind box preferences requires consistent positioning that aligns with the target schema and motivational apel settings to increase value without reinforcing harmful impulsivity. This framework provides a theoretical basis for further empirical testing through survey-based SEM or experiments.
Co-Authors Budi Astuti