Research Article
A Research on the “Mystery Box Economy” from the Perspective of the Play Theory of Mass Communication--A Case Study of Pop Mart
@INPROCEEDINGS{10.4108/eai.2-6-2023.2334657, author={Guangming Zhu and Yan He and Rong Zhen and Jianrong Gong}, title={A Research on the “Mystery Box Economy” from the Perspective of the Play Theory of Mass Communication--A Case Study of Pop Mart}, proceedings={Proceedings of the 2nd International Conference on Information Economy, Data Modeling and Cloud Computing, ICIDC 2023, June 2--4, 2023, Nanchang, China}, publisher={EAI}, proceedings_a={ICIDC}, year={2023}, month={8}, keywords={mystery box; the play theory of mass communication; games; pop mart}, doi={10.4108/eai.2-6-2023.2334657} }- Guangming Zhu
Yan He
Rong Zhen
Jianrong Gong
Year: 2023
A Research on the “Mystery Box Economy” from the Perspective of the Play Theory of Mass Communication--A Case Study of Pop Mart
ICIDC
EAI
DOI: 10.4108/eai.2-6-2023.2334657
Abstract
Mystery box consumption is a new consumption pattern in recent years, and the rise of "Mystery box Economy" is closely related to the intrinsic logic of the game. From the perspective of the play theory of mass communicaiton, the formation of "Mystery box Economy" has three elements worthy of attention. First, the game setting restricts the consumption scene of Mystery boxes. Second, the psychological motivation of games just corresponds to that of the Mys-terybox consumption. Third, players’ self-identity and group-identity are con-firmed and strengthened in the course of the game.
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