基于SOR理论的“直播拆卡”营销模式与风险研究

Research on the Marketing Model and Risks of “Live-Streaming Card Opening” Based on SOR Theory

摘要: 近年来，直播拆卡作为盲盒消费在直播电商场景下的业态延伸，通过情怀加持的IP元素、不可预知的盲盒性质以及即时满足的情绪价值深受年轻人追捧。尽管直播拆卡被视为缓解压力、追求乐趣的方式，但行业野蛮生长也催生了异化玩法，引发了成瘾性消费、市场泡沫化等问题。本文基于“刺激–机体–反应”(SOR)和行为经济学理论，通过非参与式观察法和案例分析法，研究拆卡直播的营销与消费的内在逻辑，为行业健康发展提供理论参考与实践路径。

Abstract: In recent years, live-streaming card opening, as an extension of blind box consumption in the live-streaming e-commerce scenario, has been highly favored by young people due to its emotional appeal through IP elements, the unpredictable nature of blind boxes, and the immediate emotional satisfaction it provides. Although live-streaming card opening is regarded as a way to relieve stress and pursue fun, the wild growth of the industry has also given rise to distorted gameplay, leading to issues such as addictive consumption and market bubble formation. This paper, based on the “Stimulus-Organism-Response” (SOR) theory and behavioral economics, uses non-participatory observation and case analysis methods to study the internal logic of marketing and consumption in live-streaming card opening, providing theoretical references and practical paths for the healthy development of the industry.