直播拆卡下青年群体的媒介化消费行为与电商传播研究

A Study on the Mediatized Consumption Behaviors of Youth Groups and E-Commerce Communication under Live Streaming Card-Unpacking

摘要: 直播拆卡作为电商直播的新兴形态，以悬念驱动的消费模式吸引了大量青年群体参与。本研究以“悬念即消费”为核心概念，考察直播拆卡场景中青年群体的媒介化消费行为与电商传播逻辑。研究发现，拆卡直播间通过空间场景的仪式化布置、悬念的符号化表达与不确定性的量化操控，建构了一套完整的悬念叙事机制。该机制驱动了消费者的情感卷入与准社交关系形成，并在“赌”与“收藏”的边界协商中维系消费行为的合法性认知。在电商传播层面，平台通过算法助推悬念内容的流量放大，主播以情感劳动积累信任资本，消费者则通过再驯化实践在享受悬念快感的同时维持主体性边界。研究揭示了悬念从叙事技巧转化为驱动消费的核心传播机制，为理解深度媒介化社会中的媒介化消费提供了新的理论视角。

Abstract: As an emerging form of e-commerce live streaming, live card-unpacking employs a suspense-driven consumption model that has attracted widespread participation among youth groups. Centering on the concept of “suspense is consumption,” this study investigates the mediatized consumption behaviors of youth groups and the logic of e-commerce communication within the context of live card-unpacking. The findings reveal that card-unpacking live streams construct a comprehensive suspense narrative mechanism through the ritualized arrangement of spatial settings, the symbolic expression of suspense, and the quantitative manipulation of uncertainty. This mechanism drives consumers’ emotional engagement and the formation of parasocial relationships, while maintaining the perceived legitimacy of consumption through boundary negotiations between “gambling” and “collecting.” At the level of e-commerce communication, platforms algorithmically amplify the reach of suspense-driven content, streamers accumulate trust capital through emotional labor, and consumers engage in re-domestication practices to maintain subjective boundaries while enjoying the thrill of suspense. The study demonstrates how suspense has been transformed from a narrative technique into a core communicative mechanism driving consumption, offering a new theoretical perspective for understanding mediatized consumption in deeply mediatized societies.