Psychological Impact of Blind Box Consumption Based on Uncertainty Mechanism

Blind box economy, a new consumption model that has rapidly emerged in recent years, has demonstrated a strong market growth momentum. In this consumption model, consumers have a high acceptance and preference for the uncertain experience brought by the "mystery reward" mechanism. The emotional connection established between blind box products and IP-based collectibles further strengthens consumers' purchasing motivation and willingness to continuously participate. In terms of the theoretical analysis framework of this article, it mainly relies on the basic theories of consumer psychology and combines the multi-dimensional data resources provided by social media platforms to conduct a systematic exploration and analysis of the psychological mechanism involved in the blind box consumption process. The research results show that blind box consumption behavior can, to a certain extent, trigger a series of positive psychological responses, such as the psychological stimulation stimulated by the process of opening the box, the illusionary cognitive experience of controlling the result, and the subjective emotional projection of the commodity. However, it is worth noting that behind such consumption behaviors, there are also many potential risks and adverse effects, which are specifically manifested as the gradual increase of addictive consumption tendencies, anxiety and frustration caused by uncertain results, as well as social comparison pressure resulting from the influence of others' consumption behaviors. Only through the collaborative efforts of multiple parties can the blind box economy maintain market vitality while steadily developing in a healthier, more orderly and sustainable direction.