Research on the Influence Mechanism of Blind Boxes' Willingness to Consume Among College Students: Take Guangdong Province as an Example

Abstract

Consumption has always been the focus of the state and society. With the deepening development of China's reform and opening up, the social and economic forms, material products and other interests are undergoing earth-shaking changes, and the consumption view of college students is changing accordingly. Blind box, as the name suggests, means that the buyer knows nothing about the style of their goods before buying, which usually contains various animation, film and television works around, as well as dolls designed by designers alone. It is this seemingly strange and bizarre commodity marketing that is only loved by college students. Some of the businesses peep to see the business opportunities, began to "fry the blind box", followed by once hot, forming a "blind box hot" consumption trend. In recent years, the blind box has become the carrier of the new generation of young people to entertain, communicate, exchange, and purchase, occupying the surprise economy, loneliness economy, social economy of the young people. In addition, the blind box also has the attributes of spiritual comfort and collection. And because of the many attributes of the blind box, has made it beyond the category of leisure toys, the audience covers a wider age range. Because of the blind box users "more gold", young characteristics, also prompted them into a huge consumption power.