The effect of airline ticket blind box design on consumer’s impulsive purchase intention: the perspective of expectation confirmation theory

This study investigates the impact of airline ticket blind box design features on consumers’ impulsive purchase intentions. It examines the roles of uncertainty and autonomy within the framework of expectation confirmation theory. The research employs two scenario-based experiments to analyse consumer behaviour. The findings reveal that uncertainty negatively affects purchase intention, whereas autonomy exerts a positive influence. Expectation confirmation is identified as a mediator in the relationships between these design features and purchase intentions. These insights contribute to the understanding of gamified marketing strategies in the tourism industry. The study offers practical recommendations for improving blind box designs to enhance consumer engagement and satisfaction.