The Impact Of Social Sharing On Consumer Purchasing Decisions: A Case Study Of "Xiaohongshu"

Social,sharing and interaction are essential elements of Internet application.In social times,information is not just about passing and receiving.Users share information independently,and the interaction between users,users and platforms becomes mainstream.Products has the characteristics of usability,experiential and sharing.Consumers will learn as much as possible to buy products and actively share words,pictures,audio,video and other contents through various platforms.Such social sharing has changed the fixed form of traditional buyers and sellers,promoted the spread of information,and influenced people's consumption decision.In this paper,a combination of literature research and empirical research is used.Based on the technology acceptance model,the research model of this paper is constructed.The Little Red Book,share content and consumers of the three dimensions as the research of the independent variable,the perceived usefulness and perceived ease of use as a intervening variable,consumer buying decision as the dependent variable.Select purposive sampling and snowball sampling,and collected 265 valid questionnaire responses.Spss 17.0 was used for the analysis of data,reliability and validity test,correlation analysis and regression analysis.Research findings:(1)The social sharing on Little Red Book is active,close to half of users will actively engage in two-way communication.It is worth noting that in the small red book social sharing is more than giving,and there is room for improvement in consumer initiative and openness.(2)Social sharing revolves around information,and the value of information in sharing and interaction is greatly released and expanded.Users attach great importance to the acquisition of product information,focus on the quality and quantity of product information,and share the quality and form of content in purchasing decision information collection and screening process.(3)The function of the little red book platform design and perfect to meet the user's experience,share content of comprehensive,objective and guiding to enhance the user information value feeling,around the user experience and feel the socialized sharing of information value profoundly affects consumer perception.(4)At present,the consumption environment is complex,and everyone can be distributors and distributors.The user's focus shifts from the sharer to the quality of the Shared content.In such an environment,content distributors credibility,share content titer,consumers professional ability of the three variables indirectly influence perceived usefulness and perceived ease of use.(5)Information demand is the foundation of social sharing,sharing and interaction are the core of social sharing.Interaction takes information as the vector,and the value of information becomes the most concerned matter for users.After the social sharing of the little red book,consumer perception affected directly or indirectly.Consumers will take into account the share of the small red book,forming a kind of understanding or judgment on the product,which has an impact on the consumer's desire to purchase and the impulse to buy.