“Infatuation”and “Exit”:A Study On The Interest Pattern And Consumption Psychology Of Blind Box Players

With the accelerating process of social modernization,people's sense of uncertainty is increasing day by day."Taking out the blind box" provides a way for some people to release themselves.Therefore,an interesting group for interactive practice around the "blind box" appears.Blind box player group is a kind of fetish interest group with relatively consistent consumption behavior characteristics.In the process of the blind box from the "minority" to the "mass",the group size is gradually expanding.In this paper,blind box players are selected as the research object,and participatory observation and in-depth interview methods are adopted to study the interest patterns,communication behaviors and consumer psychology of this group,to explore the logic and cultural significance behind "blind box fever",and to try to explain the possibility of the coexistence of blind box culture and subculture.The research found that the main reasons for the emergence of the group are "the rapid development of the fashion market","the rising crisis of self-identity" and "the" recharm "characteristics of the blind box itself",and two kinds of interesting relationship behaviors are generated: "online" and "offline",which mainly focus on the feeling.Their consumption demands are more diverse,mainly including "cute state and young image recognition","psychological satisfaction of social rewards","repeated stimulation of gameplay temptation" and "symbol realization of capital chase".After completing the process of "captivating",some people choose "out of the pit".In addition,the group style of the blind box interest group is not strong,and its resistance to the mainstream culture has gradually changed from strong to mild,which can be regarded as a kind of "cultural consumption" resistance.It can be seen that behind the formation of the "blind box interest" group is the helplessness and inferiority of Chinese youth in the face of social transformation.Group loneliness has become a social trend,which should be paid more attention to.