消費者創新性與社會焦慮對盲盒購買意願之影響-以金錢態度為調節變項

近幾年，市面上出現了「盲盒」的娛樂小玩具，並以驚人的速度在市場上增長(Wang, 2022)。盲盒的購買與獲得的過程，充滿了不確定性和驚喜感(Fan Wang, 2023)，給予消費者更有趣新鮮的消費體驗，符合對新生代對新奇事物表現出強烈興趣的高消費者創新性群體的需求(Zhang et al., 2022)；此外，在人與人之間不斷比較導致社會焦慮感越來越嚴重的現代，蒐集非生命物體以避免人群直接接觸或是相互比較，成為紓解社交焦慮方式之一。而盲盒作為療癒性商品，能提供陪伴的感覺（郭上毅，2018），對有社交恐懼的年輕人尤其重要，顯見盲盒蒐集已成為熱門趨勢；在追求新奇與療癒商品的過程中，金錢態度反映了個人在消費行為的價值觀，了解金錢態度是否會強化對盲盒的需求，更能對盲盒產業鏈有完善見解，故本研究探討消費者創新性、社會焦慮對購買盲盒意願的影響，以及金錢態度的調節作用，有助於理解潮流玩具盛行的因素外，也能掌握療癒商品市場的趨勢。吳宛真（2021）探討社群媒體使用、社交焦慮感對購買意圖的研究結果發現，社交焦慮與購買意願成正向顯著關係。曹家菱（2017）探討顧客價值在認知創新產品屬性、消費者創新性、知覺風險與購買意願之關係的中介效果，結果顯示，消費者創新性對於購買意願有著顯著之正向影響。鄭葳嶸（2015）大陸觀光客來台旅遊購買意願之研究結果顯示，服務品質與購買意願間金錢態度具有正向調節的效果。因此本次主要探討的研究之目的為探討消費者創新性與社會焦慮，是否會影響盲盒的購買意願並以金錢態度為調節變項進行。本次研究以對盲盒有所認知的消費者為調查對象，並依據文獻，建立5種假設，使用立意抽樣法與滾雪球抽樣進行問卷的調查，共399份為有效樣本，而調查區域除了台灣地區之外，也包含中國大陸地區。並以SPSS-24 與AMOS進行統計分析，研究結果顯示五項研究假設，共三項假設成立，分別是社會焦慮對盲盒的購買意願具有顯著的正向影響、消費者創新性對盲盒的購買意願具有顯著的正向影響與金錢態度在消費者創新對盲盒購買意願之影響上，具有顯著正向調節效果。一項假設的結果不成立與一項假設結果部分成立。最後本次研究依照地區別探討台灣與大陸盲盒消費行為進行迴歸分析比較，研究結果顯示台灣地區與中國大陸地區在社會焦慮對盲盒購買意願或消費者創新性對盲盒購買意願上皆具有顯著之正向影響。而金錢態度在消費者創新對盲盒購買意願的影響上，具顯著調節效果的，在本次研究裡，只有台灣地區。本次研究的結果顯示，消費者創新性與社會焦慮對盲盒的購買意願皆有顯著正向影響，但金錢態度在社會焦慮對盲盒購買意願上不具調節效果，但在消費者創新性對盲盒購買意願上有顯著正向調節效果。根據這個結果，本研究建議相關企業，可以為社會焦慮感較高者或創新性較高者為目標市場擬定其行銷策略，並制定差異化的策略。可針對不同金錢態度的消費者制定行銷方案，以金錢態度較開放者，可以強調盲盒的獨特性或創意價值性，而金錢態度較警慎者，可以強調盲盒的實用性與性價比。最後針對台灣與中國地區的比較，最主要的差異是在於台灣地區民眾金錢態度焦慮構面與金錢態度價格敏感性構面相較於中國地區民眾有顯著調節效果，這表明了台灣民眾對金錢的敏感程度和消費心理的脆弱性。因此，若要在台灣市場發展盲盒產品，建議將定價策略設計得更為靈活，並考慮在特殊檔期進行折扣促銷，以吸引台灣盲盒愛好者的注意。

關鍵字

盲盒；消費者創新性；社會焦慮；金錢態度；購買意願

並列摘要

In recent years, "mystery boxes," small collectible toys sold with an element of surprise, have experienced remarkable market growth (Wang, 2022). The purchasing process for mystery boxes, characterized by uncertainty and excitement (Fan Wang, 2023), provides consumers with a more engaging and novel shopping experience, aligning with the needs of highly consumer-innovative groups who exhibit a strong interest in new and unusual items (Zhang et al., 2022). Additionally, in a modern context where social comparisons increasingly contribute to societal anxiety, collecting inanimate objects has emerged as a means of alleviating social anxiety by avoiding direct interpersonal comparisons. Mystery boxes, as therapeutic products, offer a sense of companionship and are particularly significant for young individuals experiencing social anxiety (Guo, 2018). Evidently, mystery box collecting has become a popular trend. Understanding how Money Attitudes influence the demand for mystery boxes provides insights into consumer behavior and the mystery box industry. The investigates of the study effects Consumer Innovation and Social Anxiety on the willingness to purchase mystery boxes, and examines the moderating role of money attitudes, thereby enhancing comprehension of the factors driving the popularity of trendy and therapeutic products. Wu (2021) Research of Belongingness and Social Anxiety to Purchase Intention with using Social Media found that Social Anxiety has positive and significant impact on Purchase Intention. Tsao (2017) The Relationship among New Product Attributes, Consumer Innovativeness, Perceived Risk and Purchase Intention: Testify to Customer Value as Mediator found that Consumer Innovativeness has positive and significant impact on Purchase Intention. Cheng (2015) The Research of Mainland Chinese Tourists Purchase Intentions in Taiwan: The Moderating Effect of Sales Promotion and Money Attitude found that Money Attitude found that Money attitude has a positive moderating effect on service quality and purchase intention. Therefore, this study of main purpose is exploring whether Consumer Innovation and Social Anxiety will affect the Purchase Intention of mystery boxes, and to use Monetary Attitude as a moderating variable. This study targets consumers familiar with mystery boxes and establishes five hypotheses based on the literature. Data collection was conducted using purposive sampling and snowball sampling methods, resulting in 399 valid responses. The survey covered both Taiwan and mainland China. The study was using by SPSS-24 and AMOS for study of Statistical analysis. The findings indicate that three of the five hypotheses were supported, other one was not supported and another one was partially supported. The study results are found that Consumer Innovativeness and social anxiety both have significant positive impacts on the Purchase Intention of mystery boxes. However, Money Attitude does not have a moderating effect between Social Anxiety and the Purchase Intention of mystery boxes. But does have a significant positive moderating effect on between Consumer Innovativeness and the Purchase Intention of mystery boxes. Therefore, this study suggests that relevant companies can target market segments characterized by higher social anxiety or greater innovativeness when formulating their marketing strategies, and develop differentiated strategies accordingly.Marketing strategies can be tailored to consumers with different money attitudes: for those with a more open attitude towards money, emphasize the uniqueness and creative value of mystery boxes, whereas for those with a more cautious money attitude, emphasize the practicality and cost-effectiveness of mystery boxes. Finally, compared with Taiwan Province and China, the main difference is that the people's money attitude anxiety and money attitude price sensitivity in Taiwan Province have a significant regulatory effect compared with those in China, which shows the people's sensitivity to money and the fragility of consumer psychology in Taiwan Province. Therefore, in order to develop blind box products in Taiwan Province market, it is suggested that the pricing strategy should be designed more flexibly, and discount promotion should be considered during special periods to attract the attention of blind box lovers in Taiwan Province.