Abstract:

Uncertainty is central to blind-box consumption, yet its conceptualization and measurement remain fragmented. This study uses a deductive approach to explore the dimensions and measurement items of “uncertainty.” Cross-sectional online sample data were collected from 481 Hong Kong consumers aged 18–25 who had recently purchased blind boxes. Using exploratory principal component analysis and Promax rotation, the results revealed three dimensions with a total of 13 measurement items. The three dimensions are information uncertainty, outcome uncertainty, and novelty-related uncertainty, which collectively explained 58.18% of the total variance. An initial multidimensional framework is developed for understanding uncertainty in blind-box consumption. Further research is recommended to explore additional dimensions, while confirming the reliability and validity of the three-dimensional structure using independent and more diverse samples.