Advances in Economics, Management and Political Sciences
- The Open Access Proceedings Series for Conferences
Series Vol. 41 , 10 November 2023
* Author to whom correspondence should be addressed.
The Little Red Book App is a typical representative of User-Generated Content (UGC) platform in China, being well-known to the public for its unique sharing function. In this app, numerous users sharing content related to commuting clothing. However, there are very few research on the consumption intention of commuter pants consumers on the UGC platform. This study examines how UGC on the Little Red Book APP influences users' consumption willingness, using the 100 top commuter pants notes about popular commuter pants content as experimental subjects from the Little Red Book platform. Text analysis and network research are conducted based on data collected from Little Red Book open API “Dandelion” platform. information quality, visual experience and KOL influence significantly influence consumers' purchase intention. This study summarizes the common denominator of the most popular notes for relevant search terms from multiple perspectives and provides insights into how to utilize UGC and KOLs marketing to stimulate consumption desire and promote product sales. Based on the research results, corresponding feasible suggestions have been proposed for UGC e-commerce platforms, brands, and KOLs.
UGC platform, KOL, commuter pants, purchase intention
1. Chen, D., Z. & Yue, L., Y. (2021). Research on the Impact of UGC on Consumer Behavior——Taking Xiaohongshu as an Example. SCIENCE AND TECHNOLOGY FOR DEVELOPMENT (09),1753-1758.
2. Liu, X., X. (2020). The Influence of Socialized E-Commerce UGC Platform Characteristics on Customer Purchase Intention— Taking Xiaohongshu as an Example. Management & Technology of SME (07),137-138+141.
3. Pang, J., C. (2018). The impact of social sharing on consumers' purchase decisions: a case study of "xiaohongshu" (Master Dissertation, MINZUUNIVERSITY OF CHINA). https://kns.cnki.net/KCMS/detail/detail.aspx?dbname=CMFD201901&filename=1018318424.nh
4. Tan, S., X. (2022). Research on the Impact of UGC Characteristics of social E-commerce Community on Consumers' Purchase Intention——Analysis based on “Xiaohongshu”(Master Dissertation, Southwestern University of Finance and Economics).https://kns.cnki.net/KCMS/detail/detail.aspx?dbname=CMFD202301&filename=1022562037.nh
5. Lu, X., Z. (2022). Research on marketing strategy optimization of YC milk powder on xiaohongshu platform (Master Dissertation, East China Normal University).https://kns.cnki.net/KCMS/detail/detail.aspx?dbname=CMFDTEMP&filename=1023430245.nh
6. Chen, Z. (2022). A study of factors influencing the purchase intention of coffee products on UGC social platforms based on the SOR model::A study of the Xiaohongshu youth coffee community...(eds.)Proceedings of the 2022 4th International Conference on Economic Management and Cultural Industry (ICEMCI 2022)(pp.).Atlantis Press.
7. Zhang, Y. (2021). Research on female consumption behavior of xiaohongshu platform (Master Dissertation, Nanjing Normal University). https://kns.cnki.net/KCMS/detail/detail.aspx?dbname=CMFD202202&filename=1022405217.nh
8. Fatemeh, M. & Amin, K. (2013). The Impact of Ideology on Lexical Choices in Literary Translation: A Case Study of A Thousand Splendid Suns. Procedia - Social and Behavioral Sciences.
9. Han, S., Y., Yu, Y.,G. & Kwak Kyu Tae.(2018).The Effects of V-Commerce Experience Traits on Service Attachment and Continuous Usage : Focused on UGC Social Commerce Xiaohongshu. THE JOURNAL OF GLOBAL CULTURAL CONTENTS.
10. Yu, H., Q., Xu, J., Sun, P. & Guo, J. (2022). The postfeminist entrepreneurial self and the platformisation of labour: A case study of yesheng female lifestyle bloggers on Xiaohongshu. Global Media and China
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License. Authors who publish this series agree to the following terms:
1. Authors retain copyright and grant the series right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this series.
2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the series's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this series.
3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See Open Access Instruction).