The Role of Impulsive Buying in Shaping Gen Z’s Blind Box Repurchase Behavior
DOI:
https://doi.org/10.59784/glosains.v7i2.726Keywords:
curiosity, fear of missing out (fomo), impulsive buying, product variety, repurchase intentionAbstract
Background: Empirical studies on blind box consumption among Generation Z in Indonesia remain limited, particularly regarding the combined roles of curiosity, product variety, and Fear of Missing Out (FoMO) in shaping impulsive buying and repurchase intention.
Objective: This study aims to examine the effects of curiosity, product variety, and FoMO on repurchase intention, with impulsive buying as a mediating variable among Generation Z blind box consumers in Jakarta.
Methods: A quantitative research design was employed using non-probability purposive sampling targeting Generation Z consumers in Jakarta who had prior blind box purchasing experience. A total of 413 valid responses were collected via an online questionnaire, and the data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM).
Results: The findings indicate that FoMO exerts a significant indirect influence on repurchase intention via impulsive buying (t = 2.611 > 1.96). These results underscore the importance of psychological triggers in the blind box industry and provide valuable insights for marketers in leveraging curiosity and social influence to enhance consumer retention.
Conclusion: This study confirms that curiosity, product variety, and FoMO positively influence impulsive buying, which in turn significantly predicts repurchase intention among Generation Z blind box consumers in Jakarta. These findings offer actionable implications for marketers seeking to leverage psychological triggers and experiential retail strategies to sustain consumer loyalty.
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