自我决定理论视角下盲盒不确定性营销优化研究-以POP MART为例- = Research on Optimizing Uncertainty Marketing Mechanisms from the Perspective of Self-Determination Theory: A Case Study of POP MART

다국어 초록 (Multilingual Abstract)

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다국어 초록 (Multilingual Abstract)

Cultural-creative blind boxes have rapidly penetrated Generation Z consumer markets; however, the long-term stickiness and risk boundaries of uncertainty-based marketing models still lack a systematic explanation grounded in motivational mechanisms. Taking POP MART as a case study, this research draws on Self-Determination Theory (SDT) to construct a “mechanism–motivation–behavior” analytical framework, elucidating how probabilistic draws, IP-based narratives, and community operations activate consumers’ autonomy, competence, and relatedness, while also identifying the risks of stimulus fatigue and trust erosion arising from need frustration.
Based on a literature review and qualitative case analysis, the study finds that probabilistic draw mechanisms, randomness-oriented design, and community engagement strategies, while strengthening perceived participation, may simultaneously entail risks such as illusions of control, luck-driven additional purchasing, and community exclusivity. When information opacity and threshold-based mechanisms are further intensified, stimulation thresholds are likely to rise and consumer trust to weaken, thereby undermining the sustainability of brand relationships.
Building on these findings, the study proposes an optimization pathway centered on “semi-blind controllable choice,” “task-based feedback mechanisms,” “narrative co-creation,” and “layered governance of consumer motivation,” aiming to shift brand strategies from stimulus-driven approaches toward motivation-driven design and to cultivate more sustainable user relationship assets.