Mystery in Travel Blind Boxes

Travel blind box is a product that combines blind boxes with traditional travel products on e-commerce platforms. E-commerce platforms leverage the mystery of travel blind boxes to attract a large number of consumers. However, this sense of mystery increases consumers' quality concerns regarding travel blind boxes. This study aims to clarify how mystery influences consumers' quality concerns, explaining the underlying mechanism based on Attribution Theory and Prospect Theory. Through an empirical study using a questionnaire method (N = 321), the following findings were obtained (1) mystery positively predicts quality concerns, (2) risk perception mediates the relationship between mystery and quality concerns, (3) personal luck belief moderates the path from mystery to quality concerns, as well as the path from mystery to risk perception.