以泡泡玛特为首的盲盒品牌在2016年一经推出就成为市场的一匹黑马，但是在不到四年的时间盲盒市场增势就显露颓势。目前对盲盒营销的研究大多聚焦于盲盒属性及消费者消费过程中的情感动因展开，对盲盒经济火爆的现状进行剖析，但是研究主要聚焦于理论，缺少实证分析。因此本文旨在进行一次验证性研究，整合现有理论，对盲盒消费者的特征进行刻画，以顾客欣喜为中介变量探讨消费者特征对顾客重复购买意愿的影响，同时对盲盒潜在消费者进行调研，分析不购买盲盒的理由，帮助盲盒企业精准营销，在市场发展放缓的背景下重获生机。

The blind box brand led by Bubble Mart became a strong trend in the market as soon as it was launched in 2016. However, in less than four years, the blind box market showed a decline in growth. Currently, most of the researches on blind box marketing focus on the attributes of blind boxes and the emotional motivations of consumers in the process of consumption, and analyze the current situation of the booming blind box economy. However, the research mainly focuses on theory and lacks empirical analysis. Therefore, this article aims to conduct a confirmatory study, integrate existing theories, characterize the characteristics of blind box consumers, explore the impact of consumer characteristics on customers' willingness to repeat purchases using customer satisfaction as a mediator variable, and conduct research on potential blind box consumers to analyze the reasons for not purchasing blind boxes, helping blind box companies achieve precision marketing and regain vitality in the context of slowing market development.

[1] 陈赛金,王雅萍.青少年“盲盒热”的商业逻辑、文化表征与引导策略[J].思想理论教育,2022(01):106-111.DOI:10.16075/j.cnki.cn31-1220/g4.2022.01.017.

[2] 何清仪,刘艳. 浅析"盲盒+X"营销模式[J]. 上海商业,2021(9):76-77. DOI:10.3969/j.issn.1007-2845.2021.09.037.

[3] 蒋俊哲,梁端莹. 基于"Z世代"消费者的潮玩盲盒品牌营销策略研究[J]. 中国市场,2022(2):126-127. DOI:10.13939/j.cnki.zgsc.2022.02.126.

[4] 李锐. 用户画像研究述评[J]. 科技与创新,2021(23):4-9,12. DOI:10.15913/j.cnki.kjycx.2021.23.002.

[5] 罗克研. 二手市场火热“95后”偏爱闲置交易[J]. 中国质量万里行,2020(11):78-79. DOI:10.3969/j.issn.1005-149X.2020.11.040.

[6] 门洪亮,李舒. 基于用户画像的信用卡精准营销研究[J]. 江苏商论,2020(6):13-16. DOI:10.3969/j.issn.1009-0061.2020.06.005.

[7] 王帝钧,周长城. 盲盒消费:当代青年消费生活方式的新现象[J]. 甘肃社会科学,2021(2):120-126. DOI:10.3969/j.issn.1003-3637.2021.02.017.

[8]王景彤. 基于IP价值的盲盒开发探讨[J]. 流行色,2021(3):64-65. DOI:10.3969/j.issn.1005-555X.2021.03.029.

[9] 王泰友,毕素梅. 潮流玩具"盲盒"的营销模式[J]. 现代商业,2021(23):15-17.

[10] 闫幸,吴锦峰. 盲盒顾客体验对消费者重复购买意愿的影响[J]. 中国流通经济,2021,35(7):85-95. DOI:10.14089/j.cnki.cn11-3664/f.2021.07.009.

[11] 杨发祥,李安琪.成年童话：城市青年盲盒消费研究[J].江西师范大学学报(哲学社会科学版),2021,54(06):65-74.

[12] 曾辉,杨蕾. 盲盒产品消费者的情感体验影响因素研究[J]. 包装工程,2021,42(22):221-230. DOI:10.19554/j.cnki.1001-3563.2021.22.028.

[13] 张跃先,马钦海,孙朝阳.顾客欣喜研究回顾与展望[J].管理评论,2013,25(01):63-72.DOI:10.14120/j.cnki.cn11-5057/f.2013.01.016.

[14] Pleasure principles: A review of research on hedonic consumption[J] . Joseph W. Alba,Elanor F. Williams. Journal of Consumer Psychology . 2013 (1)