The purpose of this study is to examine how brand equity connects brand personality and customers willingness to purchase. The success of POPMART stems from its blind boxes, attracting young consumers and generating about $782 million annually; this phenomenon has not been investigated. Therefore, in this study, the researcher investigated the factors affecting consumers_ willingness to purchase for POPMART blind boxes through an online platform. This study applied the brand personality theory, BAV brand equity theory and the theory of planned behavior. This study utilized quantitative correlational research with cross-sectional and purposive sampling methods was applied to choose a sample of 18-25 year olds living in the Changping district of Beijing, China, who had purchased at least one blind box product. Data were collected from 238 samples and analyzed using PLS-SEM. The findings of the study revealed that there is a significant relationship between Chinese POPMART consumers' will.....

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