Unbox With Me: Exploring the Relationship Between Perceived Value, Consumer Satisfaction, and Repurchase Intention of Blind Box Toys Among Filipino Generation Z Consumers from Metro Manila

Abstract

This study examined the relationship between perceived value, consumer satisfaction, and repurchase intention of blind box toys among Filipino Generation Z consumers from Metro Manila, using the Stimulus-Organism-Response (S-O-R) Theory by Mehrabian and Russell (1974) as a framework. A quantitative, cross-sectional design was employed and data were collected from 402 respondents through an online survey using convenience sampling. The data were analyzed using descriptive statistics, multiple regression analysis, and simple regression analysis. Findings showed that among the dimensions of perceived value, emotional value acquired the highest average rating making the primary driver behind blind box toy consumption, followed by functional value, and social value. However, regression analysis revealed that functional value was the strongest predictor of consumer satisfaction, followed by emotional and social value. Additionally, consumer satisfaction showed a moderate positive correlation with repurchase intention. These findings supported all proposed hypotheses, and recommendations were provided to enhance theoretical understanding, refine research methodology, and guide practical applications aimed at better understanding Gen Z consumer behavior in the blind box toy market.