Factors Influencing Millennials’ Motivation to Purchase Online Mystery Boxes in Thailand
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Abstract
This study aims to examine the factors influencing Millennials’ motivation to purchase online mystery boxes in Thailand. A quantitative research approach was employed, with a sample of 400 Millennials selected for the study. Data were collected through an online questionnaire and analyzed using descriptive statistics, including percentage, mean, and standard deviation, as well as inferential statistics, namely multiple regression and simple regression analyses. The results revealed that innovation adoption, curiosity, conformity to reference groups, expectation, and perceived price value significantly influenced Millennials’ motivation to purchase online mystery boxes.
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