Advances in Economics, Management and Political Sciences
- The Open Access Proceedings Series for Conferences
Advances in Economics, Management and Political Sciences
Series Vol. 76 , 18 April 2024
Open
Access | Article
The Influence of Xiaohongshu on Female Consumer’ s Choices
* Author to whom correspondence should be addressed.
Abstract
Xiaohongshu, a rising lifestyle-sharing platform, has garnered significant popularity among femal. Despite recent controversies over false traffic, it remains a pivotal influence on femal’s shopping decisions. This study aims to explore why Xiaohongshu continues to be influential in the consumer decisions of femal after false traffic. This paper used a case study to analyze a survey of 200 femal from diverse backgrounds to understand their methods of gathering shopping information and making purchase decisions on social platforms, focusing on Xiaohongshu's unique attributes. First, the study reveals that enhanced, deceptive content on the platform frequently persuades women, suggesting a need for improved information authenticity, consumer education, and self-regulation in advertising. Secondly, digital influencers and trends heavily influence the platform's young audience, highlighting the importance of encouraging influencers to share genuine experiences over mere advertising. Lastly, the natural trust engendered by word of mouth (WOM) and user-generated content (UGC), critical features of Xiaohongshu, underscores the platform's strategy to bolster UGC and WOM credibility. In conclusion, Xiaohongshu plays a crucial role in the shopping decisions of contemporary female consumers, underscoring its significance in the social media landscape.
Keywords
Xiaohongshu, misleading information, follow the trend, Word of Mouth
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Data Availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
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- Volume Title
- Proceedings of the 3rd International Conference on Business and Policy Studies
- ISBN (Print)
- 978-1-83558-375-3
- ISBN (Online)
- 978-1-83558-376-0
- Published Date
- 18 April 2024
- Series
- Advances in Economics, Management and Political Sciences
- ISSN (Print)
- 2754-1169
- ISSN (Online)
- 2754-1177
- DOI
- 10.54254/2754-1169/76/20241763
- Copyright
- 18 April 2024
- Open Access
- This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited