基于行为经济学的盲盒消费行为决策研究

The Study on the Consumer Behavior Decision of Blind Boxes Based on Behavioral Economics

近年来,盲盒经济在国内爆发,盲盒经济究竟为何风靡?其背后影响消费者行为决策的本质是什么?本文以行为经济学理论为基础,分析盲盒消费者行为决策背后的非理性因素:心理账户和损失厌恶对消费者行为决策的影响,创新性地以Fogg行为模型为框架,分析盲盒经济下消费者行为决策动机、能力和触发的行为经济学机理:稀缺效应、羊群效应对消费动机的影响;锚定效应对消费能力的影响;幸存者偏差对消费行为的触发。

In recent years,the blind box economy has exploded in China.What is the essence behind it that influences consumers’behavioral decisions?Based on behavioral economics theory,this paper analyzes the irrational factors behind the behavioral decisions of blind box consumers:the influence of psychological accounts and loss aversion on consumers’behavioral decisions.In addition,it innovatively uses the Fogg behavioral model as a framework to analyze the behavioral economics mechanism of the motivation,ability and trigger of consumer behavioral decisions in the blind box economy:the influence of scarcity effect and herding effect on consumers’motivation;the influence of anchoring effect on consumers’ability;and the trigger of survivorship bias on consumers’behavior.