Influence mechanisms of blind box packaging design on consumption decisions from a multidimensional perspective

Optimizing blind box packaging design can effectively facilitate the transformation of consumers' subjectively oriented consumption decision-making, thereby providing support for packaging design in experiential consumption contexts. To address the gap in clarity regarding the mediating mechanisms through which packaging design elements influence consumption decisions, this study constructs a double-layer composite intermediary model that includes stable trait-type intermediaries and contextualized perception-type intermediaries, systematically exploring the influence mechanisms between packaging design elements, stable-trait-based mediators, situationalized perception based mediators, and subjectively oriented consumption decisions. Using IPMA analysis and multi-group analysis by gender, the study further reveals differences in variable influence strength across consumer groups. The results show that four categories of core packaging elements-visual attractiveness, information transmission, material and tactile quality, and interactive fun-significantly affect consumers' trend sensitivity, collecting intention, and risk preference, with notable differential effects. Meanwhile, consumer traits further positively influence perceived value, emotional resonance, and scarcity perception; these three factors sequentially drive consumption decision formation, with diminishing effect strength. Gender exhibits significant differences: women place greater emphasis on visual cues, interactive elements, and emotional resonance, whereas men focus more on information delivery, material quality, and perceived scarcity. Overall, the study delineates a core path of "packaging design optimization-trait activation-cognitive reinforcement-consumption decision conversion," clarifying the pivotal role of consumer traits and offering theoretical reference and strategic guidance for the blind box product packaging domain.