隨著盲盒經濟（Blind Box Economy）的崛起，泡泡瑪特（Pop Mart）已成為Z世代消費文化的核心符號，其成功關鍵在於將單次購買轉化為長期的收藏習慣。本研究旨在探討消費者如何從受外部驚喜驅動的衝動購買，轉化為具高度計畫性與情感投入的系統性收藏行為。為解釋此一動態轉化機制，本研究整合刺激-有機體-反應（Stimulus-Organism-Response, SOR）模型與自我決定理論（Self-Determination Theory, SDT），探討產品特點與行銷刺激如何透過心理中介影響兩階段行為反應。研究採用量化設計，針對台灣的消費者共發放436份問卷，並以結構方程模型（SEM）進行假設檢定。研究結果顯示，產品特點與行銷計劃對消費者的價值與需求具有幾乎對等的驅動力，構成雙引擎協同效應。且價值與需求對衝動購買行為的路徑最高，為全模型最強驅動點，確立其作為完全中介變數的核心地位。衝動購買行為並非持續收藏行為的終點，而是進入收藏文化前的入口。在動機內化歷程方面，消費者於抽中隱藏款的過程中獲得自主、勝任與關係需求的滿足，個體的感知價值逐步昇華為深層感知需求，穩定轉化為具文化認同感的持續收藏行為。交叉分析進一步發現，19至30歲（尤以25至30歲）為核心消費族群，月收入與每月花費呈正向關聯，驗證經濟資本與心理動機共同支撐收藏行為的深度。本研究填補既有盲盒研究侷限於短期衝動框架的理論缺口，並為潮玩品牌提供三項實務建議：強化情感共鳴而非擴大曝光、以首購體驗設計作為啟動長期品牌關係的關鍵觸點，以及透過深度IP敘事與社群儀式化經營，將衝動消費者轉化為具高忠誠度的長期收藏族群。

With the rise of the “blind box economy”, Pop Mart has emerged as a central cultural symbol for Generation Z. The key to its success lies in its ability to convert one-off purchases into long-term collecting habits. This study aims to explore the dynamic transformation mechanism through which consumers transition from surprise-driven impulsive buying to systematic collection behavior characterized by high planning and emotional investment. To explain this transition, this research integrates the Stimulus-Organism-Response (SOR) model and Self-Determination Theory (SDT) to investigate how product characteristics and marketing stimuli influence two-stage behavioral responses through psychological mediation. A quantitative research design was adopted, collecting 436 valid questionnaires from consumers in Taiwan. Structural Equation Modeling (SEM) was utilized for hypothesis testing. The empirical results indicate that product characteristics and marketing plans exert nearly equal driving forces on consumer value and needs, creating a dual-engine synergistic effect. Furthermore, the path from value and needs to impulsive buying behavior represents the strongest driving point in the entire model, establishing its core role as a full mediator. The study verifies that impulsive buying is not a behavioral endpoint but rather an “entry point” into the collection culture. Regarding the internalization of motivation, consumers satisfy their needs for autonomy, competence, and relatedness during the process of drawing hidden editions. Consequently, perceived value gradually sublimes into deep-seated perceived needs, leading to a stable transition toward continuous collection behavior rooted in cultural identity. Cross-analysis further reveals that the core consumer group is aged 19 to 30 (particularly those aged 25 to 30). Monthly income is positively correlated with monthly expenditure, confirming that economic capital and psychological motivation jointly support the depth of collection behavior. This study bridges the theoretical gap in existing blind box research, which often remains confined to short-term impulsive frameworks. Finally, three practical recommendations are offered for trendy toy brands: prioritizing emotional resonance over broad exposure, designing the initial purchase experience as a critical touchpoint for long-term brand relationships, and utilizing deep IP narratives and community rituals to transform impulsive buyers into high-loyalty long-term collectors.

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