The scarcer, the more eager to buy? How does the scarcity of blind box products affect impulse purchase intention

Abstract

As an emerging consumption model, blind boxes are characterized by a distinct form of product scarcity in their sales. This study examines the blind box consumption scenario to explore how product scarcity (supply scarcity vs. demand scarcity) influences consumers' impulse buying intentions. Drawing on commodity theory, accessibility-diagnosability theory, and regulatory focus theory, the research is conducted through three experiments. Study 1 identifies the main effect, revealing that product scarcity positively impacts impulse buying intentions, with supply scarcity having a significantly stronger influence than demand scarcity. Study 2 uncovers the mediating mechanism, demonstrating that accessibility-diagnosability fully mediates the relationship between product scarcity and impulse buying intentions. Study 3 investigates the moderating effect, showing that regulatory focus moderates both the impact of product scarcity on impulse buying intentions and the mediating role of accessibility-diagnosability. Specifically, stronger impulse buying intentions are observed under a preventive focus in demand scarcity and a promotional focus in supply scarcity. The findings contribute to the application of scarcity theory in experiential products and offer valuable theoretical insights and practical recommendations for blind box enterprises in developing targeted marketing strategies and industry standards.