Understanding Consumer Repurchase Intention in Blind Box Products: A Theory of Planned Behavior Approach

Purpose – This study aims to examine the effects of attitude toward behavior, subjective norm, and perceived behavioral control on Generation Z’s repurchase intention toward Pop Mart blind box products in Indonesia. Design/Methodology/Approach – The study employed an explanatory quantitative approach. The population consisted of Generation Z consumers who had purchased Pop Mart blind box products, with 150 respondents selected through purposive sampling. Data were collected using an online Likert-scale questionnaire and analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with SmartPLS Version 3.0. Findings – The findings show that attitude toward behavior and perceived behavioral control have positive and significant effects on repurchase intention, whereas subjective norm does not have a significant effect on Generation Z’s repurchase intention toward Pop Mart blind box products. Originality/Value – The study contributes a novel application of the Theory of Planned Behavior (TPB) to the context of uncertainty-based and emotionally driven products, particularly blind box products. The findings suggest that marketing strategies should focus on strengthening consumers’ personal experiences, positive attitudes, and perceived behavioral control rather than relying primarily on social pressure to encourage repurchase intention.