符号情感消费视角下Z世代“盲盒热”现象研究

A Study on the Phenomenon of “Blind Box Fever” among Generation Z from the Perspective of Symbolic Emotional Consumption

摘要: 本文从符号情感消费的视角出发，探讨了Z世代对盲盒热现象的消费行为。盲盒作为一种充满不确定性和惊喜感的消费形式，符合Z世代对个性化、自我表达和情感认同的需求。盲盒市场也面临过度营销、同质化产品和消费者权益问题，针对这些问题，本文提出了一些促进盲盒市场健康发展的策略，以满足消费者多元化的需求，推动这一新兴消费形式的健康成长。

Abstract: From the perspective of symbolic emotional consumption, the paper discusses the consumption behavior of Generation Z on the blind box fever phenomenon. As a form of consumption full of uncertainty and surprise, the blind box meets the needs of Generation Z for individualization, self-expression and emotional identity. The blind box market is also faced with excessive marketing, homogeneous products and consumer rights and interests. In view of these problems, this paper proposes some strategies to promote the healthy development of the blind box market to meet the diversified needs of consumers and promote the healthy growth of this new form of consumption.