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

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.

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Published

30-11-2023

How to Cite

He, Y., Qian, L., & Qiu, Y. (2023). Research Of the User’S Purchase Intention of Xiaohongshu: Technology Acceptance Model Approach. Highlights in Business, Economics and Management, 20, 389-393. https://doi.org/10.54097/hbem.v20i.12653