Anticipating and Hedonic Value in Blind-Box Repeat-Purchase Intention. A Consumer Behaviour Study of BLOKEES BLIND BOX DEFENDER Line Up

Research Aims: This study aims to examine the influence of anticipating factors and hedonic value on repeat purchase intention within the context of blind-box retailing, using BLOKEES’ Defender line-up as a case study of uncertainty marketing in Indonesia. It explores how psychological anticipation and emotional pleasure contribute to the formation of repeated consumption behaviour among Generation Z consumers. Design/methodology/approach: A quantitative survey method was applied to 131 BLOKEES consumers using validated and reliable instruments for anticipating factors, hedonic value, and repeat purchase intention. Data were analysed through multiple regression using SPSS to test the predictive power of each variable and evaluate the overall model fit. Research Findings: The results indicate that both anticipating factors and hedonic value significantly influence repeat purchase intention, jointly explaining 36,1% of the variance. Hedonic value emerged as the stronger determinant, suggesting that the emotional enjoyment derived from unboxing plays a more critical role in sustaining repeat purchases than mere pre-purchase anticipation. Theoretical Contribution/Originality: This study provides one of the first empirical validations of uncertainty marketing theory in Indonesia’s collectible retail context. By integrating anticipation, hedonic response, and repeat consumption into a single behavioural framework, the paper contributes to the growing body of research linking emotional engagement with consumer loyalty in emerging markets. Keywords: Blind Box, BLOKEES Defender, Repeat Purchase Intention, Anticipation Factors, Hedonic Value, Uncertainty Marketing