Uncertainty, Perceived Value, and Blind Box Purchase Intention among Generation Z in Batam

Abstract

Blind box products, sold in sealed packaging that hides the exact item inside, have become popular among young Indonesian consumers, yet little is known about how the uncertainty built into these products shapes buying decisions. Drawing on the theory of consumption values, this study examines the effect of uncertainty on functional, emotional, and social value, and the effect of these three value dimensions on purchase intention among Generation Z consumers in Batam City. By positioning uncertainty as an antecedent of three distinct consumption-value dimensions, this study extends the application of the theory of consumption values to the experience-based context of blind-box purchasing. A quantitative design was used. Data were gathered through a structured questionnaire from 350 respondents aged 17 to 30 who live in Batam and were familiar with or had bought blind box products, selected by purposive sampling. The data were analyzed with partial least squares structural equation modeling. Uncertainty had a positive and significant effect on functional value, emotional value, and social value, with the strongest effect on social value. All three value dimensions, in turn, positively and significantly influenced purchase intention and jointly explained 62.4 percent of its variance; emotional value had the largest coefficient, although the differences among the three were small. The findings suggest that, for blind box buyers, not knowing what is inside the package adds to rather than detracts from perceived value. Sellers can therefore treat the element of surprise as part of the product itself, while keeping quality consistent and supporting the collector communities in which buyers share their unboxing experiences.