数字浪潮下青年群体在电商经济中的身份建构和情绪消费机制研究——以盲盒潮玩为例

Research on the Identity Construction and Emotional Consumption Mechanism of the Youth Group in the E-Commerce Economy under the Digital Wave—A Case Study of Blind Box Collectibles

摘要: 在数字化浪潮的推动下，青年群体的消费行为呈现出日益情感化与社群化的特征。本文以盲盒潮玩为典型案例，探讨电商环境中青年情绪消费与身份建构的机制。研究发现，盲盒凭借不确定性、IP文化和社群交换价值，已成为青年追求新奇体验与社会认同的重要消费方式。其消费逻辑体现了由使用价值向符号与情感价值的转变，反映出情绪商品化与身份表达的双重路径。电商平台在其中发挥关键作用，通过赋能和利用这种身份建构游戏，成功地将情绪价值转化为商业价值，形成稳固的“情绪–社交–商业”三端联动。同时，该模式亦存在依赖情绪刺激与IP创新的可持续性风险，可能导致消费疲劳、成瘾性行为及情感劳动的资本剥削。研究认为，盲盒潮玩不仅是消费现象，更是青年在数字社会中进行情感补偿、身份建构与文化参与的重要实践。

Abstract: Driven by the digital wave, the consumption behavior of the youth group is increasingly characterized by emotionalization and community orientation. This paper takes blind box collectibles as a typical case to explore the mechanisms of emotional consumption and identity construction among the youth in the e-commerce environment. The research finds that blind boxes, with their uncertainty, IP culture, and community exchange value, have become an important consumption method for the youth to pursue novel experiences and social recognition. Their consumption logic reflects a shift from use value to symbolic and emotional value, demonstrating the dual paths of emotional commodification and identity expression. E-commerce platforms play a key role in this process, successfully converting emotional value into commercial value through empowerment and utilization of this identity construction game, forming a stable “emotion-social-commerce” three-way linkage. At the same time, this model also faces sustainability risks due to its reliance on emotional stimulation and IP innovation, which may lead to consumption fatigue, addictive behavior, and emotional labor exploitation. The study suggests that blind box collectibles are not only a consumption phenomenon but also an important practice for the youth to compensate for emotions, construct identities, and participate in culture in the digital society.