서프라이즈 박스를 활용한 랜덤 마케팅 전략에 관한 연구: 중국 소비자를 중심으로

The purpose of this paper is to analyze the impact of 4Ps(Product, Price, Place, Promotion) of random marketing mix on buying satisfaction and repurchasing intention. Based on literature reviews, we present three hypotheses: First, random marketing will have a positive impact on buying satisfaction. Second, random marketing will have a positive impact on repurchase intention. Third, buying satisfaction will have a positive impact on repurchase intention. Survey results on a total of 206 Chinese consumers were used for analysis. Structural Equation Modeling (SEM) was employed to test the hypothesized model, and SPSS and AMOS were used to analyse the hypotheses. This research results are as follows. First, random marketing was found to have a positive effect on buying satisfaction. Second, it was found that random marketing had a positive effect on repurchase intention. Third, it was found that buying satisfaction had a positive effect on repurchase intention. This study intended to investigate random marketing that affected buying satisfaction and repurchase intention. To do so, the author surveyed variables related to random marketing mix for Chinese consumers. The findings suggest that Korean firms need to utilize random marketing by surprise box to raise not only customer satisfaction but also repurchase intention in the Chinese market.