时间：2025年10月31日10：00

地址: 承泽园333教室

Speaker: 李世豪

Abstract:

Blind-box collection has emerged as a global consumer phenomenon, characterized by the repeated purchase of randomized collectible items from a known series with the goal of completing a full set. This article investigates how consumers’ preferences for purchasing channels evolve across the collection process—a critical consideration in today’s diversified retail landscape. Across five studies, including an experiment in the field, a laboratory experiment, and three online experiments (preregistered), we find that consumers in the late stage of collection—when they already own most items—show a significantly stronger preference for offline channels compared to those in the early stage. We propose that this shift stems from increased discomfort with uncertainty, which becomes a salient barrier to goal completion in the late stage and triggers a heightened desire for control. Offline channels, by enabling consumers to physically select individual blind boxes, better satisfy this desire for control. Supporting this explanation, we show that embedding a choice feature into online channels effectively reduces the late-stage preference for offline shopping. This research contributes to the literature on goal pursuit, uncertainty, and omnichannel consumer behavior, and provides actionable guidance for marketers seeking to design more effective blind-box retail strategies.

Introduction of Speaker

李世豪，对外经济贸易大学国际商学院副教授。在北京大学光华管理学院获得管理学博士学位，亦是挪威商学院联合培养博士生。他的研究兴趣主要集中在消费者行为、社会心理学和决策研究的交叉领域。在Journal of Retailing, Industrial Marketing Management, Marketing Intelligence & Planning，Journal of Service Marketing, 《营销科学学报》、《心理学报》等国内外期刊发表论文10余篇，主持1项国家自然科学基金青年项目，曾获全国财经院校教学比赛一等奖等奖励。