The impact of Sensorial Marketing and Mystery Box Marketing on Live-stream Shopping Behavior: Taking the Live Card Break as an Example

Abstract

With the rise of Internet economy, more and more investments are allocated to live streaming economy, its marketing model has become one of the main commercial models in nowadays society, especially in the blind break product. This thesis bases on SOR theory strategy, finding that sensorial marketing and mystery box marketing have positive impacts on live-stream shopping behavior. Also, perceived luck serves as a partial mediating variable in this relationship. In conclusion, this research discovers that mystery box marketing observes a modest but statistically significant correlation on live-stream shopping behavior. In contrast, sensorial marketing has a statistically significant correlation. These findings substantiate the hypothesis that mystery box marketing ought to enhance its influence on live-stream shopping behavior in the future. Corporation can implement their marketing strategy by focusing on sensorial marketing, with mystery box mechanics as a secondary element. For example companies can enhance training of streamer’s emotional contagion, or increase the probability of secret design in different ways. This has certain reference significance for the live-stream industry.