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Abstract：
As an emerging business model, merchants are selling surplus food in blind boxes, which provides new opportunities for reducing waste and promoting sustainable development. Surplus food blind boxes, however, have not been extensively researched in terms of design and marketing strategies. Therefore, we are examining how to increase consumers\' purchase intention regarding surplus food blind boxes as well as the relationship between purchase intention, continuous intention, and recommendation intention. In this paper, two studies are conducted. As part of study 1, We used factor analysis to explore the reasons that influence consumers to purchase. In study 2, we utilized structural equation modeling to examine the impact of purchase intention on continuous intention and recommendation intention. Results indicate that food quality, perceived sustainability, and conspicuous consumption are the most important positive factors. The most important negative factors are perceived food risk, resistance to sales techniques, taste anxiety, and inadequate marketing strategies. Based on our findings, we constructed a path relationship between purchase intention, continuous intention, and recommendation intention. The purchase intention of the surplus food blind box users directly influences the recommendation intention and the continuous intention, while the recommendation intention indirectly influences the continuous intention. This study did not demonstrate that gender had a moderating effect. Meanwhile, it provides a reference for the actual marketing management of surplus food blind box merchants.
摘要：
作为一种新兴的商业模式,商人在盲盒里出售多余的食物，这为减少浪费和促进可持续发展提供了新的机会。剩余的食物盲盒，然而,在设计和营销策略方面没有得到广泛的研究。因此,我们正在研究如何增加消费者对剩余食品盲箱的购买意愿以及购买意愿之间的关系，持续的意图，和推荐意向。在本文中,进行了两项研究。作为研究1的一部分，我们使用因子分析来探讨影响消费者购买的原因。在研究2中，我们利用结构方程模型来检验购买意向对持续意向和推荐意向的影响。结果表明，食品质量，感知的可持续性，炫耀性消费是最重要的积极因素。最重要的负面因素是感知到的食物风险，抵制销售技巧，品尝焦虑，营销策略不足。根据我们的发现,我们构建了购买意愿之间的路径关系，持续的意图，和推荐意向。剩余食品盲箱用户的购买意向直接影响推荐意向和持续意向,而推荐意向间接影响持续意向。这项研究没有证明性别有调节作用。同时,为剩余食品盲盒商家的实际营销管理提供参考。
