The Impact of Blind Box Economy on Consumer Behavior in Social Media Networks

Abstract

Blind box is a kind of non-transparent box, consumers can not know in advance of the specific product style of the goods, and this random form of consumption is being sought after by a large number of young people. With the continuous enrichment of blind box products, in the era of social media, the blind box economy is growing stronger. Blind box economy, as a special consumption model, has risen rapidly in social media networks in recent years. This paper aims to explore the definition, characteristics, and effects of blind box economy on consumer behavior. Firstly, the definition and characteristics of blind box economy are introduced, including aesthetic experience, emotional value, social value, and second-hand value. Secondly, the influence path of blind box economy on consumer behavior is analyzed, and the interest groups, purchasing process, consumption behavior and symbol consumption are discussed. Finally, the positive and negative effects of blind box economy on consumer behavior are summarized, and relevant suggestions are put forward to promote the healthy development of blind box economy and the reasonable choice of consumers.