Effects of Unboxing on Purchase Intention of Consumers

Abstract

In today’s Web2.0 era, users no longer passively accept information, but more and more have the right to speak and influence. User-generated content has become an important tool for communication between customers and businesses, customers and customers. It is a common phenomenon for customers’ “unboxing”, but there is little research on the relationship between unboxing and consumers’ purchase intention. In this paper, the number, quality and page views of unboxing are taken as dependent variables, the relationship between unboxing and consumers’ purchase intention is discussed from the perspective of consumers’ shopping psychological process. Taking 156 collected data as samples for empirical test, the results show that: Unboxing has an important influence on consumers’ purchase intention; There is a significant correlation between consumers’ attention and memory, and there is a significant correlation between consumers’ memory and their purchase desire. High quantity, quality and page views of unboxing have a significant positive impact on consumers’ purchase intention.