Dimensions and focus of consumer perceived value in blind box economy: An empirical study based on web text analysis 

JiayanPeng Panqiang Niu 

School of Journalism and Communication, Shanghai University, Jing 'an District, Shanghai 200072; 

Abstract: With the increasing of living standards, Chinese people's entertainment and social ways are also constantly updated and iterated. In recent years, a kind of entertainment commodity called "blind box", hand-made dolls have been brought into the vision of the majority of consumer groups from the niche market, and have grown rapidly in the commodity market, becoming the subculture circle of the Z era. In order to explore the reasons for the popularity of blind boxes, a framework of consumer perceived value of blind boxes was constructed on the basis of literature review, and the results found that consumers pay more attention to its functional value than cognitive value. Therefore, it is hoped that while enriching consumer perceived value, it can also provide effective suggestions for the future operation and development of blind box industry. 

Key words: blind box economy, perceived value, functional value 

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(in Chinese) This paper is one of the achievements of the National Social Science Foundation's general project "Research on the influence mechanism of Uncertainty in Social Media Science Communication on Communication Effect" (No. :21BXW075). 

About the author: Peng Jiayan (2000.10-), female, Han nationality, born in Nantong, Jiangsu Province, postgraduate student, research direction: Journalism and communication.