网络符号消费视域下盲盒群体的身份认同研究
Research on the Identity Identification of Blind Box Groups from the Perspective of Network Symbol Consumption

本文基于网络符号消费视角，深入探讨“盲盒”在网络时代的身份认同和价值重构过程。从鲍德里亚的符号消费理论入手，分析了“盲盒”在网络环境中的传播机制、消费者行为以及文化价值的转变，盲盒经济承载着由盲盒、消费者、媒介共同建构的意义。探讨了消费者在网络符号消费过程中对“盲盒”的情感共鸣，以及消费者在此过程中自我认同、社会认同和身份认同的构建。研究发现商家通过对“盲盒”的神秘感和稀缺性进行夸大的病毒式营销，吸引消费者购买，在此过程中重塑了消费者的身份认同，但也导致“盲盒”市场存在消费异化的问题。
This article explores the identity recognition and value reconstruction process of “blind boxes” in the digital age from the perspective of network symbol consumption. Starting from Baudrillard’s theory of symbolic consumption, this paper analyzes the dissemination mechanism, consumer behavior, and cultural value transformation of “blind boxes” in the online environment. The blind box economy carries the meaning constructed jointly by blind boxes, consumers, and media. This paper discusses the emotional resonance of consumers to the “blind box” in the process of network symbol consumption, as well as the construction of consumers’ self-identity, social identity and identity in this process. Research has found that businesses engage in viral marketing by exaggerating the mystery and scarcity of “blind boxes” to attract consumers and reshape their identity. However, this also leads to consumer alienation in the “blind box” market.