消费社会语境下“盲盒热”现象研究
Research on the Phenomenon of “Blind Box Fever” in the Context of Consumer Society

盲盒作为Z世代潮流玩具的一种，一经上市就受到了消费者的追捧。实际上，盲盒经济中人们消费的不仅是盲盒作为玩具的物质属性，更多的消费者关注的是盲盒作为社交产品或情绪来源的符号意义。本文基于鲍德里亚的消费社会理论，分别从盲盒、消费者和社交媒介的角度讨论“盲盒热”现象产生的原因，分析盲盒本身具备的符号化因素，从消费心理角度拆解盲盒消费主体行为动因，考量社交媒介在盲盒经济中所发挥的作用，指出盲盒的符号意义是由盲盒、消费者和社交媒介三者共同构建的，并思考符号消费热潮下消费者购买盲盒行为异化的问题。
Blind boxes, as a trendy toy of Generation Z, have been highly sought after by consumers since their launch. In fact, in the blind box economy, people not only consume the material attributes of blind boxes as toys, but also pay more attention to the symbolic meaning of blind boxes as social products or emotional sources. This article is based on Baudrillard’s theory of consumer society, discussing the reasons for the phenomenon of “blind box fever” from the perspectives of blind boxes, consumers, and social media. It analyzes the symbolic factors inherent in blind boxes, dissects the behavioral motivations of blind box consumers from the perspective of consumer psychology, considers the role of social media in the blind box economy, points out that the symbolic meaning of blind boxes is jointly constructed by blind boxes, consumers, and social media, and considers the problem of alienation of consumer purchasing blind boxes under the symbol consumption boom.