本研究探討在盲盒藝術玩具市場中，「感知不確定性」與「購買意圖」之間的關係，並強調「社會價值」與「功能價值」的中介角色，以及「收藏行為」的調節作用。研究採用「刺激－有機體－反應（Stimulus-Organism-Response, SOR）」理論，並透過問卷調查收集來自台灣與泰國、共420位曾購買盲盒消費者的資料。結果顯示，感知不確定性對購買意圖有顯著正向影響，而收藏行為則會強化此關係，特別是在那些出於完成收藏動機的消費者中更為明顯。中介分析發現，感知不確定性對購買意圖的影響完全透過「社會價值」與「功能價值」來傳遞，顯示消費者在面對不確定性時，會透過他們所感知的價值做出回應，而非直接產生購買意圖。本研究為盲盒藝術玩具產業的經營者提供實務見解，有助於其設計能夠驅動購買的策略。

The study examines the relationship between Perceived Uncertainty and Purchase Intention within the blind box art toy market, highlighting the mediating roles of Social and Functional Values and the moderating role played by Collecting Behavior. The research applies the Stimulus-Organism-Response (SOR) theory and uses data from 420 online survey responses collected in Taiwan and Thailand from participants who had previously purchased blind boxes. The results show that Perceived Uncertainty has a significant positive effect on Purchase Intention, and that Collecting Behavior strengthens this relationship, particularly among consumers motivated to complete collections. Mediation analysis reveals that the impact of uncertainty on purchase intention is fully mediated by both Social and Functional value, indicating that consumers respond to uncertainty through the value they perceive, rather than through a direct pathway. This study provides practical insights for managers in the blind box art toy industry, helping them design strategies that drive purchase.