Research Article
Statistical Studies on the Influencing Factors of College Students' Mystery Box Consumption Based on Path Analysis: A Case Study of Guangzhou
@INPROCEEDINGS{10.4108/eai.6-1-2023.2330255, author={Hua He and Wangling Feng}, title={Statistical Studies on the Influencing Factors of College Students' Mystery Box Consumption Based on Path Analysis: A Case Study of Guangzhou}, proceedings={Proceedings of the 2nd International Conference on Big Data Economy and Digital Management, BDEDM 2023, January 6-8, 2023, Changsha, China}, publisher={EAI}, proceedings_a={BDEDM}, year={2023}, month={6}, keywords={mystery boxes behavioral economics factor analysis pls pm association analysis logistic regression}, doi={10.4108/eai.6-1-2023.2330255} }- Hua He
Wangling Feng
Year: 2023
Statistical Studies on the Influencing Factors of College Students' Mystery Box Consumption Based on Path Analysis: A Case Study of Guangzhou
BDEDM
EAI
DOI: 10.4108/eai.6-1-2023.2330255
Abstract
Based on the theory of behavioral economics, this paper explores the influencing factors of mystery boxes, a new popular commodity that college students are keen on buying. In this paper, PLS-PM model, Apriori correlation analysis and logistic regression are adopted to further explore the psychological perceived value that can approximately represent the mystery boxes sold by college students. The research shows that college students' mystery boxes consumers pursue personal satisfaction and rarely blindly follow the trend of consumption. They care most about the "surprise" brought by opening mystery boxes. At the same time, the research results show that for mystery boxes, increasing the social popularity, enhancing their IP cultural attributes, and increasing the variety of rare or special products can effectively enhance consumers' purchase intention to mystery boxes. Finally, since the consumption mental account is set for mystery boxes in advance, college students will unconsciously consume the mystery boxes irrationally.