불확실성 기반 소비에서 기대감과 감정적 반응의 관계: 블라인드 박스 소비를 중심으로

초록

This study aims to examine how firm-designed uncertainty influences consumers’ anticipation and emotional responses in uncertainty-based consumption contexts, such as blind box products. While prior research has primarily viewed uncertainty and perceived risk as negative factors that should be minimized, recent consumption environments suggest that these elements may serve as core drivers of customer experience. To test the proposed relationships, we collected survey data from Chinese consumers with prior experience purchasing Pop Mart products. A total of 503 usable responses were analyzed to test research hypotheses. Our results indicate that uncertainty has a positive effect on anticipation. Furthermore, perceived risk does not weaken this relationship as traditionally assumed; instead, it strengthens the effect of uncertainty on anticipation. In addition, the relationship between anticipation and joy was found to be nonlinear, specifically exhibiting a U-shaped pattern. That is, joyfulness is relatively high at both low and high levels of anticipation, while it decreases at moderate levels. These findings suggest that uncertainty should not be treated merely as a factor to be reduced, but rather as a key mechanism that shapes consumers’ anticipation and emotional experiences. By identifying the nonlinear nature of anticipation and the amplifying role of perceived risk, this study extends existing consumer behavior theories beyond linear frameworks. The findings also provide practical implications for firms by highlighting the strategic value of designing uncertainty and managing consumer expectations to enhance customer experience.

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