Chasing the surprise: understanding what drives impulse buying in blind box market among Malaysia generation z

Tan, Zung Yan (2026) Chasing the surprise: understanding what drives impulse buying in blind box market among Malaysia generation z. Final Year Project, UTAR.

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Abstract

The rapid growth of the blind box economy has transformed consumer purchasing behaviour, particularly among Generation Z. This study aims to examine the factors influencing impulse buying behaviour toward blind boxes in Malaysia. Specifically, it investigates the relationship and impact of four independent variables such as social media marketing, scarcity, store environment and emotion on impulse buying. Grounded in Hawkins Stern’s Impulse Buying Theory and Prospect Theory, this research provides a comprehensive understanding of how psychological and environmental factors drive unplanned purchasing decisions in the context of uncertainty-based consumption. A quantitative approach was adopted, and data were collected through a structured questionnaire. A total of 200 valid responses were analysed using SPSS, applying descriptive analysis, Pearson Correlation Coefficient and Multiple Linear Regression. The findings reveal that all variables are positively correlated with impulse buying, and scarcity identifies as the most dominant predictor. This study contributes to the literature by providing empirical insights from the Malaysian context and offers practical implications for marketers to develop more effective and responsible strategies targeting Generation Z consumers. Keywords: Blind box economy, Generation Z, impulse buying, social media marketing, scarcity, store environment, emotion, SPSS

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