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Factors influencing consumers’ purchase intentions for trendy toys and collectibles products: a survey from Bangkok, Thailand |
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| รหัสดีโอไอ | |
| Title | Factors influencing consumers’ purchase intentions for trendy toys and collectibles products: a survey from Bangkok, Thailand |
| Creator | Xiyun Zhang |
| Contributor | Tatre Jantarakolica, Advisor |
| Publisher | Thammasat University |
| Publication Year | 2567 |
| Keyword | FOMO, Blind box strategies, Trendy toy and collectible, Purchase intention, กลยุทธ์กล่องสุ่ม, ของเล่นและสินค้าสะสมที่ทันสมัย, ความตั้งใจในการซื้อ |
| Abstract | With the rapid expansion of the trendy toy and collectible (TTC) market, particularly in Thailand, understanding the psychological and social factors driving consumer purchase intention has become increasingly important. Traditional studies largely focus on price, brand recognition, and product quality as key determinants of purchase intention. However, these factors are limited in explaining the complex motivations in the emerging TTC market. This study examines how social media influence, blind box strategies, Fear of Missing Out (FOMO), and overconfidence affect consumer purchase intentions.Drawing on the Theory of Planned Behavior (TPB), this research integrates overconfidence as part of perceived behavioral control, alongside FOMO, as central psychological drivers. Using social influence theory and Means-End Chain (MET) theory, the study establishes a comprehensive model to investigate the combined effects of social media engagement (including user-generated content and influencer marketing), the unique elements of blind box marketing (such as randomness and scarcity), and consumers' psychological mechanisms of FOMO and overconfidence.Through quantitative analysis, this study provides a deeper understanding of how social media and blind box strategies, mediated by FOMO and reinforced by overconfidence, encourage impulsive and repetitive purchases. Findings are expected to offer TTC brands valuable insights into designing more targeted marketing strategies that align with consumer psychological drivers, ultimately enhancing consumer engagement and loyalty in a highly competitive market. |
