隨著盲盒經濟(Blind Box Economy)的蓬勃發展，對其流行的原因和機制進行深 入研究變得至關重要。本研究旨在探討 Z 世代對於盲盒的購買意願，以 S-O-R 模型為 基礎設計研究框架，聚焦於探討享樂購物動機對於其購買態度、購買意願以及忠誠度 的影響。本研究透過問卷調查法於 2023 年 7 月 8 日至 7 月 15 日於線上發放問卷，共 收集 461 份盲盒消費者的樣本，篩選符合研究年齡的樣本 310 份，有效樣本共 288 份，並利用統計分析方法進行處理和檢驗。
在資料分析的結果中，研究驗證了 Z 世代在購買盲盒時受到了享樂購物動機的影 響。具體來說享樂購物動機的六個構面:冒險、滿足感、角色、社交、價值、創意購 物動機對於 Z 世代在購買盲盒時的購買態度產生了正向影響。這表明，Z 世代在購買 盲盒時更加關注購物過程中的愉悅感受，如新奇感、刺激感等，而這些愉悅感受會促 使他們對盲盒產生更積極的購買態度。
此外，研究結果還揭示，享樂購物動機對 Z 世代的購買意願和忠誠度產生了間接 影響。具體而言，享樂購物動機通過中介變數「購買態度」對消費者的購買意願和忠 誠度產生了正向影響。這意味著，Z 世代在購買盲盒時，愉悅感受所帶來的積極購買 態度會間接地促使他們更傾向於持續購買盲盒，並增加對特定品牌或產品的忠誠度。
綜上所述，本研究揭示了 Z 世代在購買盲盒時受到享樂購物動機影響的情況。這 些研究結果有助於品牌和盲盒從業者更好地理解 Z 世代的消費行為特點，並為盲盒市 場的推廣和品牌建設提供了有價值的參考。

As the Blind Box Economy (BBE) is booming, it is important to conduct an in-depth study on the causes and mechanisms of its popularity. This study aims to investigate Generation Z's willingness to purchase Blind Boxes. The research framework is based on the S-O-R model, which focuses on the influence of hedonic purchasing motives on their attitudes, willingness to purchase, and loyalty to Blind Boxes. In this study, a total of 461 samples of blind box consumers were collected through a questionnaire survey method by distributing the questionnaires online from July 8 to July 15, 2023, and 310 samples were screened to meet the age of the study, with a total of 288 valid samples, which were processed and examined by using statistical analysis methods.
In the results of the data analysis, the study verified that Generation Z is influenced by hedonic shopping motives when purchasing blind boxes. Specifically, the six components of hedonic purchasing motivation: adventure, satisfaction, role, socialization, value, and creative purchasing motivation positively influenced Generation Z's purchasing attitudes when purchasing blind boxes. This suggests that Generation Z is more concerned with the pleasurable feelings during the shopping process, such as novelty and excitement, when purchasing blind boxes and that these pleasurable feelings will lead to a more positive purchase attitude toward blind boxes.
In addition, the study also reveals that hedonic shopping motives have an indirect effect on the purchase intention and loyalty of Generation Z. Specifically, hedonic shopping motives have an indirect effect on the purchase intention and loyalty of Generation Z. In addition, hedonic shopping motives have an indirect effect on the purchase intentions of Generation Z. Specifically, hedonic shopping motives positively influenced consumers' purchase intention and loyalty through the mediator variable "purchase attitude". This implies that the positive purchase attitudes associated with the enjoyment of purchasing blind boxes indirectly motivate Generation Z to continue purchasing blind boxes and increase their loyalty to a particular brand or product.
Taken together, this study reveals how Generation Z is influenced by hedonic shopping motives when purchasing blind boxes. These findings help brands and blind box practitioners better understand the characteristics of Generation Z's consumer behavior, and provide a valuable reference for blind box marketing and branding.

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