Comparative Analysis of Blind Box Consumption Behavior Decision-Making from the Perspective of Mental Account

In recent years, with the rise of tide play culture, the blind box economy has developed rapidly, from a personal entertainment consumer product to a new marketing method. Meanwhile, the blind box economy has injected vitality into the consumer market and the investment market. This paper basing on behavioral economics theory, through the perspective of mental account, summarizes and analyzes the research on blind box consumption behavior as investment goods and personal entertainment, and discovers mental account is not only one of the main factors of blind box economys prosperity, but also a vital reason that results in different consumers under two behavioral decisions making similar irrational behaviors. Besides, in view of the limitations of the blind box market, this paper puts forward relevant suggestions. The research results of this paper deepen the exploration of mental account in blind box economy, and play a guiding role in the application of mental account theory in blind box economy in the future.