“It’s Cool”: How Unpacking Unboxing Video-Viewing Motivations Affect the Customer Psychological Well-Being

With the growing role of unpacking unboxing video-viewing, few study explores how unpacking unboxing video-viewing motivations affect the customer psychological well-being. This research explored how unpacking unboxing video-viewing motivations affect the customer psychological well-being. The targets are those who having the experience of watching unboxing videos on YouTube. This study gathered data from Macau, 268 effective samples were collected for analysis, and the finding indicated that information seeking, entertainment, interpersonal utility and pass time are the antecedents of perceived coolness. Coolness has a positive association with customer psychological well-being. In addition, the result confirmed the mediating effect of coolness between information seeking, entertainment, interpersonal utility, pass time and customer psychological well-being.