Unwrapping the Unknown: Exploring Novelty and Perceived Value as Mediators Between Uncertainty and Purchase Intention

Authors

  • Dimas Dimitralyani Jenderal Soedirman University, Jawa Tengah, Indonesia
  • Weni Novandari Jenderal Soedirman University, Jawa Tengah, Indonesia
  • Larisa Pradisti Jenderal Soedirman University, Jawa Tengah, Indonesia

DOI:

https://doi.org/10.38035/jemsi.v6i6.5940

Keywords:

Uncertainty, Novelty, Perceived Value, Purchase Intention, Blind Box

Abstract

This study investigates how uncertainty influences purchase intention for blind box products, with novelty and perceived value acting as mediating variables within the Stimulus–Organism–Response (S-O-R) framework. Utilizing a mixed-method approach, quantitative data were gathered from 128 Indonesian consumers of Blokees blind boxes through structured surveys, while qualitative insights were derived from interviews with experienced collectors. The findings reveal that uncertainty has a direct and significant effect on purchase intention and also indirectly enhances purchase behavior through its impact on novelty and perceived value. Novelty, defined as the consumer’s perception of newness and surprise, was found to stimulate emotional engagement and interest, while perceived value—comprising functional, emotional, and social dimensions, reinforced the overall utility and meaning of the product experience. All proposed hypotheses were statistically supported. The qualitative findings corroborate these results, highlighting emotional excitement, exploration, and social recognition as key psychological drivers in blind box consumption. The study contributes theoretically by confirming the psychological mechanisms underlying uncertainty-based marketing and provides practical guidance for marketers to design compelling surprise-driven consumer experiences.

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Published

2025-08-21

How to Cite

Dimas Dimitralyani, Weni Novandari, & Larisa Pradisti. (2025). Unwrapping the Unknown: Exploring Novelty and Perceived Value as Mediators Between Uncertainty and Purchase Intention. Jurnal Ekonomi Manajemen Sistem Informasi, 6(6), 4466–4473. https://doi.org/10.38035/jemsi.v6i6.5940

Issue

Vol. 6 No. 6 (2025): Jurnal Ekonomi Manajemen Sistem Informasi (Juli - Agustus 2025)

Section

Articles

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Copyright (c) 2025 Dimas Dimitralyani, Weni Novandari, Larisa Pradisti

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This work is licensed under a Creative Commons Attribution 4.0 International License.

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