The Influence of Psychological Factors, Trust in Seller, and Risk Acceptance on the Purchase Decision of Art Toys Blind Boxes among Consumers in Songkhla Province
DOI:
https://doi.org/10.55164/ecbajournal.v18i2.283898Keywords:
Art Toys Blind Boxes, Psychological Factors, Trust in Seller, Risk Acceptance, Purchase DecisionAbstract
Art toys blind boxes have gained popularity due to the excitement of randomness, the trend of collecting, and their psychological value for consumers. However, purchase decisions are still determined by motivation, perception, learning, and attitude, as well as trust in sellers through store image and service quality, together with consumers’ acceptance of risk in terms of satisfaction and scarcity. This study aimed to examine the influence of psychological factors, trust in seller, and risk acceptance on the purchase decision of art toys blind boxes among consumers in Songkhla Province. This research employed a quantitative approach using questionnaires to collect data from 385 consumers by non-probability sampling with prior experience in purchasing art toys blind boxes in Songkhla. The research instrument was validated for content validity and demonstrated a high level of reliability. Data were analyzed using descriptive statistics and multiple regression analysis. The findings revealed that there are three factors that influence consumers' decision to purchase art toys blind boxes in Songkhla Province, ranked from highest to lowest: attitude, the seller’s/store image, and product rarity. It can explain 46.6 percent of the variance in the decision to purchase art toys blind boxes. These findings highlight the psychological factors, trust in seller, and risk acceptance of consumers’ decisions, which lead to practical recommendations for marketers and policy makers as follows: 1) entrepreneurs should design products and marketing campaigns that focus on creating experiences rather than just selling products; 2) create a market sandbox for art toys blind boxes; and 3) open up areas for collaboration between students and communities, such as the Art Toys design project based on local culture, which adapts ancient patterns, animals, or local fruits into art toys blind box products.
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