The Influence of Popular Trends on Generation Z Consumers' Blind Box Consumption

Ziyi Wang

doi:10.47297/wspciWSP2516-252780.20250905

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The Influence of Popular Trends on Generation Z Consumers' Blind Box Consumption

Volume 9, Issue 5

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The Influence of Popular Trends on Generation Z Consumers' Blind Box Consumption
The Influence of Popular Trends on Generation Z Consumers' Blind Box Consumption
School of Shipping Economics and Management, Dalian Maritime University, Dalian, Liaoning, 116026 ,China
Vol. 9, Issue 5, Pages: 401-404(2025)
Published：30 October 2025
DOI：10.47297/wspciWSP2516-252780.20250905
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Wang Ziyi.The Influence of Popular Trends on Generation Z Consumers' Blind Box Consumption[J].Creativity and Innovation,2025,09(05):401-404.
DOI：

Wang Ziyi.The Influence of Popular Trends on Generation Z Consumers' Blind Box Consumption[J].Creativity and Innovation,2025,09(05):401-404. DOI： 10.47297/wspciWSP2516-252780.20250905.

摘要

Abstract

This paper investigates how popular trends shape Generation Z consumers' blind box purchasing. Motivated by rising concerns over trend-driven overconsumption

it examines the psychological pathways—herd conformity

social identity

and fear of missing out (FOMO)—through which trending culture affects buying decisions. A mixed-method design combines an online survey of 92 Gen Z blind-box buyers with semi-structured interviews of five avid collectors. Descriptive statistics

correlation

and regression analyses are employed

alongside qualitative coding to contextualize quantitative patterns. Results show that social-media exposure and influencer "seeding" are positively associated with purchase frequency (p < 0.01); participation in collector communities relates to higher annual purchases (p < 0.05); and perceived scarcity significantly predicts impulsive buying (β ≈ 0.5

p < 0.01). Over 60% reported impulse urges after unboxing content

72% prioritized "hot" or limited styles

and 52.94% later regretted trend-induced purchases. These findings indicate that social dissemination

circle identity

and limited-edition strategies jointly elevate purchase intention via conformity

identity signaling

and FOMO

amplifying both sales and the risk of irrational consumption. The study contributes an integrated mechanism linking popular culture to consumer behavior and offers dual implications: firms should leverage trends with restraint and long-term brand building

while consumers benefit from budget discipline and cooling-off strategies.

关键词

Keywords

references

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