A Study on Irrational Risk Insights of “Blind Box” Consumption Communities Based on Multimodal Data

Abstract

In recent years, the blind box consumption pattern has become popular rapidly, especially among our young people. Because of its randomness and sense of surprise, it may make people feel competitive and even addicted, leading to spending money indiscriminately and bringing economic pressure to themselves. This study focuses on this irrational risk that may occur in the blind box consumption circle. In order to improve the shortcomings of existing research, such as relying only on a single data and lacking quantitative evaluation tools, we propose a multi-modal analysis framework to construct a “blind box irrational index” to evaluate the risks of the whole circle. The research integrates a variety of different data, including user comments, interactive behaviors collected from social media such as Xiaohongshu and Weibo, and second-hand platforms such as Xianyu, as well as second-hand market price information. In terms of methods, they use special dictionaries and rule-based methods to extract irrational psychological characteristics from text data. The Analytic Hierarchy Process (AHP) and entropy method are combined to determine the index weight, and the multi-modal features are synthesized into a comprehensive index. In addition, it is suggested to use event research method to test whether this index is useful as a risk early warning tool. The contribution of this study is that it applies multimodal data fusion to the social and psychological risk analysis of consumer communities, which provides methodological reference for future research and practical help for regulators and platforms to monitor irrational consumption trends.