Exploring the Driving Role of Ideal Self-Image Congruence in Pop Mart Blind Box Purchase Intention

This study investigates the psychological mechanisms underlying consumer purchase intentions for Pop Mart blind box products through an integrated framework combining the Theory of Planned Behavior and self-congruity theory. The research findings demonstrate that three fundamental psychological factors, namely consumer attitudes, subjective norms and perceived behavioral control, significantly strengthen ideal self-image congruence, which subsequently exerts a positive influence on purchase intention. Particularly noteworthy is the discovery that perceived uncertainty, traditionally considered an inhibiting factor in consumer behavior, manifests positive effects by concurrently enhancing both self-image congruence and purchase decisions.The theoretical contributions of this research are threefold. First, it establishes ideal self-image congruence as a crucial mediator connecting cognitive evaluations with behavioral intentions in blind box consumption. Second, it reveals the direct impacts of emotional engagement and social influence on purchasing behavior. Third, it provides empirical evidence that perceived uncertainty can enhance purchase intention, thereby challenging conventional marketing theories. Building upon the theoretical framework of experiential consumption, this study advances current understanding by introducing the novel concepts of ideal self-congruence and perceived uncertainty, while elucidating their complex interplay with cognitive, emotional, and social factors in modern consumer behavior.