Academy of Entrepreneurship Journal (Print ISSN: 1087-9595; Online ISSN: 1528-2686)


Blind Box Gifts: The Impact of Self-Gift Motivation and Lifestyle on Repurchase Intention

Author(s): Yingji Li, Xin Yang, Ping Wang, Yanshu Jia, Di Xiang & Qiang Li

This study uses blind boxes as a consumption context to explore the relationship between self-gift and repurchase intention. The study divided the motivation of self-gift into four aspects: reward, enjoyment, celebration, and treatment. The study examined the influence of self-gift giving on repurchase intention. At the same time, the lifestyle is divided into fashion-oriented and self-enjoyment. The study examined the influence of lifestyle on repurchase intentions. The research found that: (1) Self-gift motivation has a significant impact on repurchase intention. (2) The self-enjoyment lifestyle has a significant impact on the willingness to repurchase. (3) The Repurchase intention is a partial mediator of: Self-gift on regret, and Fashion- oriented lifestyle.

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