Research Of the User’S Purchase Intention of Xiaohongshu: Technology Acceptance Model Approach

Yanzhao He; Leyao Qian; Yue Qiu

doi:10.54097/hbem.v20i.12653

Authors

Yanzhao He
Leyao Qian
Yue Qiu

DOI:

https://doi.org/10.54097/hbem.v20i.12653

Keywords:

Xiaohongshu; KOL; Technology Acceptance Model; Purchase Intention.

Abstract

Xiaohongshu is a dynamic and multifaceted online platform that seamlessly integrates content community and e-commerce services. This innovative platform operates within social commerce (S-Commerce) and is highly influenced by Key Opinion Leaders (KOLs), making it a unique player in the digital landscape. Since 2018, Xiaohongshu’s source of profit has been dominated by the advertising business. But along with the development and expansion needs of the platform, Xiaohongshu began to gradually strengthen the layout of e-commerce according to the advantageous characteristics of its platform and continuously broaden the user variety after 2021. In this context, to further excavate the potential purchase intention of Xiaohongshu users, based on users’ perceived usefulness and perceived ease of use of the platform, we construct a technology acceptance model to explain the path of their purchase intention formation and analyze the role of KOL and Xiaohongshu’s community marketing model in attracting users and improving their shopping experiences.

Downloads

Download data is not yet available.

References

Wang Zhuoli, Huang WeiJue, et al. Impact of user-generated travel posts on travel decisions: A comparative study on Weibo and Xiaohongshu. Annals of Tourism Research Empirical Insights, 2022, 3(2): 100064.

Sun Yijia, Tuan Phong. The Influence of Word-of-web on Customers’ Purchasing Process: The Case of Xiaohongshu. Journal of China Tourism Research, 2023, 19(2): 221-244.

Ju Ran. Producing entrepreneurial citizens: Governmentality over and through Hong Kong influencers on Xiaohongshu (Red). Policy & Internet, 2022, 14(3): 618-632.

Lin Baodeng, Shen Binqiang. Study of consumers’ purchase intentions on community E-commerce platform with the SOR model: a case study of China’s “Xiaohongshu” app. Behavioral Sciences, 2023, 13(2): 103.

Feng Zixian. Key Opinion Leaders in Social Media Influence Path on Consumer Psychology and Coping Strategies of Brand Building. Frontiers in Economics and Management, 2021, 2(10): 380-383.

Hu Yingwei. The Influence of Platform E-commerce UGC Mode on the Consumption Willingness of Generation Z: Taking Xiaohongshu as an Example. Journal of Innovation and Development, 2023, 4(1): 12-18.

He Zongwen. How to Get Out of The Commercialization Maze of A Professional Grass-Planting Content Community: The Commercialization of Xiaohongshu’s" Filter.” Frontiers in Business, Economics and Management, 2032, 4(2): 48-51.

Xiong Liping et al. A study of KOL effectiveness on brand image of skincare products. Enterprise Information Systems, 2021 15(10): 1483-1500.

Lin Runxin, Feng Zihan. Research on the application strategy of online opinion leaders in virtual community brand word-of-mouth marketing. Tourism Management and Technology Economy, 2021, 4. (1): 7-12.

Li MeiChan. Research on Influencing Factors of Users’ Purchases Intention on Social E-commerce Platforms-Taking Xiaohongshu as an Example. National Circulation Economy, 2022, 35:12-15.

Alves Helena, Cristina Fernandes, Mário Raposo. Social media marketing: a literature review and implications. Psychology & Marketing, 2016, 33(12): 1029-1038.