Customer Perceived Value of Blind Box to Customer Satisfaction and Customer Loyalty

Abstract

A blind box economy has emerged in 2019, reflecting new consumption psy-chology among the young Z generation. Based on previous studies on Customer Perceived Value (CPV), customer satisfaction, and customer loyalty, this study analyzes 12 blind box characteristics, 5 blind box CPV, customer satisfaction, and customer loyalty via questionnaires and interviews. A Better-Worse Coeffi-cient analysis, blind box characteristic, and Kano attribute classification of the CPV are used to determine the positive effect on customer satisfaction. In addi-tion, Stata multiple regression models are used for the effect of customer satisfac-tion on customer loyalty.