本研究旨在探討盲盒消費背後的心理驅動機制，檢驗四項人格特質（經驗開放性、親和性、物質主義的佔有性、感覺尋求）如何透過社會認同與自我實現的雙重動機路徑，與消費者的購買意圖產生關聯，並進一步探討社群媒體參與度在其中的調節作用。本研究採線上問卷調查，共取得317份有效樣本進行分析。研究結果顯示，僅物質主義的佔有性與感覺尋求能直接預測購買意圖。此外，社會認同中介了親和性、物質主義的佔有性與購買意圖之間的關係；自我實現則顯著中介感覺尋求與購買意圖的關聯，但未中介經驗開放性與購買意圖的關係。雖然社群媒體參與度未對上述動機路徑產生顯著調節作用，但與購買意圖呈現顯著正相關。綜合而言，本研究在機率性消費的情境下提出並驗證了一個整合性的「人格特質 → 動機 → 行為」模型，揭示不同人格特質如何連結至相異的動機品質，並進一步釐清其與購買意圖之間的心理機制。同時，本研究亦就理論與實務性意涵進行討論，並提出研究限制與未來研究方向。

This study examines the associations between personality traits, motivational orientations, and purchase intention in the context of blind box consumption, drawing on self-determination theory. Specifically, it investigates how four traits: openness to experience, agreeableness, the possessiveness dimension of materialism, and sensation seeking relate to purchase intention through two motivational pathways. Agreeableness and possessiveness are proposed to operate through social proof (controlled motivation), whereas openness and sensation seeking are proposed to operate through self-actualization (autonomous motivation). The potential moderating role of social media engagement was also explored.
An online survey was conducted to test the proposed hypotheses, and 317 valid responses from blind box consumers in Taiwan were analyzed using hierarchical regression, mediation, and moderated mediation analyses. Results showed that materialism in the possessiveness dimension and sensation seeking were positively associated with purchase intention. Social proof mediated the relationships of agreeableness and materialism with purchase intention, whereas self-actualization mediated the relationship between sensation seeking and purchase intention but not that between openness to experience and purchase intention. In addition, social media engagement did not moderate the relationships between the mediators and purchase intention; however, it was directly and positively associated with purchase intention.
This study advances understanding of the psychological underpinnings of blind box consumption and discusses the theoretical and practical implications of the findings. Limitations and directions for future research are also outlined.

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