The Influence of Live Streaming on Consumer Behavior: An Analysis of the 'Blind Box Game of Chance' Mechanism

This paper traces the origins and introduces the factors behind the explosion of the blind box game of chance in live broadcasting. It examines the impact on consumer behavior through psychological, social, and individual differences dimensions. Psychological factors such as scarcity, the framing effect, herd mentality, and the specific live streaming mechanisms of blind box game of chance create addiction closed loop, influencing consumer behavior. Additionally, the paper analyzes and discusses contradictions and ethical dimensions such as transparency, age threshold, product quality, timely gratification versus delayed gratification, and impulse consumption versus rational decision-making. The psychological factors driving instant gratification and impulsive consumption during online live broadcasts stand in stark contrast to the delayed gratification and rational consumption that occur when waiting for the delivery of purchased items. Simultaneously, this paper delves into ethical concerns such as the transparency of live broadcast opportunities, the consumption and protection of minors, and product quality standards.