臺灣消費者對盲盒產品的消費行為探討：以泡泡瑪特為例

Abstract

隨著潮流玩具市場的快速發展，盲盒產品憑藉其獨特的隨機性購買機制，成功吸引廣大消費者的關注與喜愛。作為全球潮玩產業的代表企業之一，泡泡瑪特自進入臺灣市場以來，透過實體門市與ROBO SHOP機器人商店等多元通路，積極拓展銷售據點。然而，不同通路類型所營造的消費情境與互動模式各異，可能對消費者的體驗感受與行為反應產生不同影響，尚待進一步探討。

本研究以臺灣泡泡瑪特消費者為主要研究對象，聚焦分析其在不同通路中所感知的購物價值與抽選過程的公平性，如何影響通路體驗滿意度與購買意願，並採用結構方程模型驗證所擬定之假設。為補充影響盲盒購買意願的心理面向，研究亦納入感知不確定性、好奇心與衝動性購買傾向等變項，進一步探討其對消費行為的作用；同時，透過品牌認知構面進行粉絲分群，描繪不同類型消費者的心理特徵輪廓與偏好差異。

最後，根據資料分析與研究發現，本文提出針對通路策略、粉絲經營與IP產品組合等面向的具體實務建議，期能作為泡泡瑪特未來營運與行銷規劃之參考。

With the rapid development of the art toy market, blind boxes have attracted widespread consumer attention and enthusiasm through their unique uncertainty-based purchasing mechanism. As a leading company in the global art toy industry, Pop Mart has expanded its presence in Taiwan through diversified distribution channels, including physical stores and ROBO SHOP. However, differences in consumption settings and interaction modes created by these channels may lead to varying consumer experiences and behavioral responses, which remain to be further explored.

This study focuses on Pop Mart consumers in Taiwan and investigates how perceived shopping value and perceived fairness of the random draw process across different channels affect channel satisfaction and purchase intention. Structural equation modeling (SEM) is applied to test the proposed hypotheses. To complement the psychological factors influencing blind box purchases, variables such as perceived uncertainty, curiosity, and impulsive buying tendency are also included to examine their effects on consumer behavior. Additionally, consumer segmentation is conducted based on brand perception to identify distinct psychological profiles and preference patterns among different fan groups.

Drawing on the data analysis and empirical findings, this study offers practical recommendations regarding channel strategies, fan management, and IP product portfolio design, aiming to serve as a reference for Pop Mart’s future business and marketing planning.