盲盒作為融合不確定性與角色收藏的新型態商品，近年在年輕族群與社群媒體的推波助瀾下迅速竄紅，並發展出具有規模的盲盒經濟。消費者購買盲盒不僅是為了追求商品本身的娛樂體驗，而是將角色視為情感寄託與收藏對象。本研究認為，盲盒產品本身的設計風格可能會對消費者的內在心理狀態產生不同影響，進而影響其購買與收藏行為，然而過往文獻多聚焦於動機、知覺風險與知覺價值等因素，較少以盲盒本身的角色類型切入討論。因此，本研究透過S-O-R理論，探討不同可愛類型的盲盒角色如何影響消費的情感價值與好奇心，並進一步影響其後續的購買與完整收藏意願。
本研究選擇嬰兒圖式可愛與古怪的可愛兩種角色類型進行比較，透過網路問卷搭配實驗刺激圖片的方式蒐集樣本，共回收455份有效問卷，並以SmartPLS 4.0進行結構方程模型分析，以驗證所提出之研究假設。研究結果顯示，不同的可愛角色類型確實會引發不同程度的心理反應，其中嬰兒圖式可愛相較於古怪的可愛，更能有效提升消費者之情感價值與好奇心，進而提高其購買與收藏的意願。另外，不確定性亦透過好奇心的中介作用，正向影響消費者之行為意圖。此結果補足了過往文獻中較少關注產品本身角色類型的缺口，亦可作為品牌在進行盲盒角色開發與行銷策略時的參考依據，協助企業針對目標族群風格偏好進行更精準之商品設計與推廣規劃。

Blind box products have become increasingly popular in recent years, especially among younger consumers. These products combine elements of randomness and collectibility, often creating emotional connections through character design. While many studies have examined consumer motivation and perceived value, fewer have explored how the style of cuteness in the character itself influences consumer psychology and behavior.
This study applies the Stimulus–Organism–Response (S-O-R) model to investigate how different cute character types, baby schema cuteness and whimsical cuteness, affect consumers' emotional value and curiosity, and how these responses influence purchase intention and intention to complete a full set. An experimental questionnaire design was used, presenting participants with images of different character types. A total of 455 valid responses were collected and analyzed using SmartPLS 4.0 and structural equation modeling (SEM).
The results indicate that baby schema cuteness generates stronger emotional value and curiosity than whimsical cuteness, leading to higher purchase and collection intentions. Moreover, curiosity mediates the relationship between uncertainty and consumer behavior. This finding addresses a gap in the existing literature, which has rarely focused on product character types, and provides useful insights for brands developing blind box characters and marketing strategies.

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