<![CDATA[Pop Mart's blind-box retail model has driven rapid growth across Southeast Asia, including Indonesia, by engineering scarcity, gamification, and celebrity endorsement into every transaction. While these tactics generate immediate commercial success, their long-term implications for consumer well-being, brand trust, and market sustainability remain underexplored. Drawing on the Stimulus–Organism–Response (S–O–R) framework, this study examines the psychological mechanisms through which celebrity endorsement, blind-box gamification, and scarcity cues affect impulse buying and repeat-purchase intentions among Indonesian consumers, mediated by parasocial attachment, perceived enjoyment, and emotional arousal. A quantitative, cross-sectional design was employed, collecting data from 229 Indonesian consumers aged 18–40 via online questionnaire. Partial Least Squares Structural Equation Modelling (PLS-SEM) with 5,000 bootstrap resamples was used to test thirteen direct and six mediation hypotheses. Results reveal that each stimulus activates a distinct psychological pathway: gamification drives hedonic enjoyment and sustainable repeat purchase; scarcity cues generate pressure-based emotional arousal that triggers compulsive buying; and celebrity endorsement, counter-intuitively, suppresses both enjoyment and long-term repurchase through expectation-disconfirmation in the probabilistic reveal format. The study extends the S–O–R model to physical collectable retail and provides actionable governance recommendations for ethical scarcity architectures in ASEAN markets.]]>
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