The Impact of POPMART’s Brand Personality Dimensions on Consumer Purchase Intention

Haozheng Wu

2025

Abstract

POPMART is a company that mainly offers trendy toys and uses the blind box model as its primary marketing approach. This study investigates the impact of POPMART's brand personality dimensions on consumers' purchase intention, focusing on six key traits: Sincerity, Excitement, Competence, Sophistication, Ruggedness, and Sociability. Using a quantitative approach, the research surveyed Generation Z consumers in Macau through a five-point Likert scale questionnaire. Multiple regression analysis was employed to examine the relationship between brand personality and purchase intention. The results reveal that Sincerity, Excitement, and Ruggedness significantly positively influence purchase intention, while Sociability exhibits a significant negative impact, potentially due to overemphasis on community-driven traits reducing the perceived exclusivity of collectible products. Competence and Sophistication, however, have no significant effect. These findings highlight the importance of emotional and symbolic brand attributes in shaping consumer behavior, particularly among youth-oriented demographics. The study not only enriches the theoretical understanding of brand personality in hedonic consumption contexts, particularly in the context of uncertainty-driven products like POPMART blind boxes, but also provides actionable insights for brand managers to strategically enhance purchase intention by prioritizing specific brand personality dimensions.

Paper Citation

in Harvard Style

Wu H. (2025). The Impact of POPMART’s Brand Personality Dimensions on Consumer Purchase Intention. In Proceedings of the 2nd International Conference on E-commerce and Modern Logistics - Volume 1: ICEML; ISBN 978-989-758-775-7, SciTePress, pages 646-654. DOI: 10.5220/0013851600004719

in Bibtex Style

@conference{iceml25,
author={Haozheng Wu},
title={The Impact of POPMART’s Brand Personality Dimensions on Consumer Purchase Intention},
booktitle={Proceedings of the 2nd International Conference on E-commerce and Modern Logistics - Volume 1: ICEML},
year={2025},
pages={646-654},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0013851600004719},
isbn={978-989-758-775-7},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 2nd International Conference on E-commerce and Modern Logistics - Volume 1: ICEML
TI - The Impact of POPMART’s Brand Personality Dimensions on Consumer Purchase Intention
SN - 978-989-758-775-7
AU - Wu H.
PY - 2025
SP - 646
EP - 654
DO - 10.5220/0013851600004719
PB - SciTePress