The Dual-Driven Mechanism of “Value and Need” Influencing Consumers’ Continuous Purchase Behavior in Blind Box Consumption

This study, grounded in the Stimulus-Organism-Response (S-O-R) model and incorporating a sustainable consumption perspective, investigates how the characteristics and marketing strategies of blind box products influence continuous purchase behavior through perceived value and perceived needs. Empirical evidence reveals that perceived needs are crucial for sustained purchases, with significant impacts from intellectual property (IP) characteristics and uncertainty, highlighting the core role of emotional resonance and experiential stimulation. In the context of sustainable consumption, long-term consumption is based on rational cognition of product value. Consumers form a dual cognitive understanding of “value” and “needs” regarding blind boxes, with these two acting as mediating variables linking antecedents and behaviors. Perceived sustainable value is increasingly becoming an important factor in decision-making. IP and economic attributes positively influence continuous purchases, while social attributes have an insignificant effect on perceived needs, reflecting the priority of individual needs recognition, with sustainable consumption pursuits gradually integrating. Identity recognition indirectly influences continuous purchases through perceived value and needs, validating the “identity–perception–behavior” logic, with sustainable consumption concepts also participating in this transmission. This research constructs an S-O-R framework suitable for blind boxes, enriching the model’s application in emerging industries. It reveals a dual-driving mechanism, providing a basis for understanding the rational logic of “irrational consumption” and the practice of sustainable consumption in the blind box field. It clarifies the priority of individual and group needs and the path of sustainable consumption. The conclusions offer references for blind box product design (strengthening IP, balancing attributes, integrating sustainable concepts), marketing (reasonable use of uncertainty, focusing on individuals, guiding sustainable behavior), and industry development (guiding rational consumption, promoting transformation, and fostering sustainable development).