MENTAL ACCOUNTING AND ITS IMPACT ON PURCHASE DECISIONS FOR POPMART BLIND BOX PRODUCTS

Abstract

The blind box phenomenon, such as Pop Mart, is becoming increasingly popular among young consumers because it offers elements of surprise and collectibility that can trigger emotional responses in purchasing decisions. This study aims to analyze the influence of mental accounting on purchasing decisions for Pop Mart blind box products. The four main variables from mental accounting theory examined include the framing effect, specific account, self-control, and self-report. This study employs a quantitative approach using a survey method via the distribution of an online questionnaire to active members of buying-and-selling communities and discussion groups for blind box products on the social media platform X through public posts. Data collection took place over 35 days. The sample consisted of 135 respondents who had purchased Pop Mart blind box products within the past 6 months to 1 year. Data analysis employed Structural Equation Modeling (SEM) based on Partial Least Squares (PLS) using SmartPLS software version 4.0. The results indicate that all four mental accounting variables have a positive influence on purchase decisions. These findings support the relevance of mental accounting theory in explaining consumer behavior toward surprise-based products and provide practical implications for industry practitioners in designing more effective marketing strategies.