自微信红包抢发活动上线以来,由于操作简单、金额门槛低、定位精确等特点,掀起了广告营销领域的研究热潮。然而,微信红包也被不良商家、不法分子恶意利用,出现一些失范表现。调查微信红包受热捧原因后,究其在传播过程中众多失范表现及其产生的不良影响,归因导致失范的行为责任。 Since the launching of micro-credit robbery activities on the line, due to the simple operation, the threshold of the amount of low, accurate positioning and other characteristics, set off a marketing boom in advertising research. However, WeChat red envelopes have also been malicious businesses, unscrupulous elements malicious use, there are some anomie performance. After investigating the reasons why WeChat envelopes are favored, many unnatural performances and their adverse effects during the dissemination process are attributed to the behavioral responsibilities that lead to anomie.