Examining the effects of surprise box marketing values on purchase intention

In recent years, the surprise box market industry, which includes surprise box design products, has been increasing its popularity. With Marketing 5.0, where the world's population has developed a young generation-oriented marketing approach, it is seen that the young population is especially targeted in surprise box product consumption. It is known that, with the changes in traditional consumption culture, consumers seeking innovation and excitement tend to consume surprise boxes containing uncertainty, probability, chance and risk factors. In order to examine the factors affecting the marketing of surprise box products with uncertain features, it is important to first know the reasons for consumer purchasing and preference. In this direction, This study aims to examine the effects of factors that sustain surprise box marketing values on purchase intention. The study was designed in a causal-relational research design, which is one of the quantitative research methods. Structured survey method was used as data collection method. Data were obtained from 330 participants using the convenience sampling method. Data were analyzed using univariate and multivariate statistical analysis methods. It has been determined that there are statistically significant relationships between perceived uncertainty and surprise box marketing values such as functional, economic, social, emotional, aesthetic-entertainment and quality value. While economic, aesthetic-entertainment and quality values, among the surprise box marketing values, have significant relationships with customer loyalty, it has been determined that economic, social, aesthetic-entertainment and quality values have significant relationships with consumer sensitivity. Additionally, customer loyalty and consumer sensitivity variables were found to have significant relationships with purchase intention. As a whole, the study has important contributions in terms of reaching results compatible with theory and guiding practitioners.