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This study examines the psychological factors driving impulsive buying behavior in blind-box purchases at FPT University, Ho Chi Minh, focusing on perceived uncertainty and novelty as stimuli that evoke curiosity. Utilizing the Stimulus-Organism-Response (SOR) theory, it investigates how these factors influence purchasing decisions, with price consciousness acting as a moderating variable. The research aims to provide insights for marketers to enhance strategies and consumer engagement in the growing blind-

Author

Tran Diem Van Nhi (k17 HCM)

Language

EN