Research On The Usage Behavior Of The Interestrelated Group In Social E-commerce Platform

With the rapid development of Internet,an increasing number of social members started to use different kinds of APPs or online websites to search for varied information and share personal photos,videos and experiences to meet their fast-paced,fragmented and highpressure modern life.These User Generated Content online platforms,such as Weibo,Tik Tok,Zhihu,Xiaohongshu,etc.,make it easy for users to form interactive links due to their free,concise and decentralized characteristics.In addition,Professor Generated Content also exists in the platform,which improves the types and quality of notes published on the platform.The dividend-flow brought by the mobile social networking industry has also been valued by the major e-commerce platforms.In order to attract more users and provide diversified channels of profits,they have strengthened social networking and content construction.Since founded in 2013,Xiaohongshu APP,a PDF guide,has evolved into a dual-attribute platform that combines e-commerce and social networking.Its flexible and diversified forms,convenience and authenticity make it gain the favor of users and capital ma rket,and stand out among many e-commerce platforms.During the COVID-19 epidemic of 2010,Xiaohongshu provided special assistance to wuhan.The existing researches on social e-commerce platforms mainly focus on the marketing level,regulatory level and the development mode of the platform itself,and there are few researches on users.At the same time,less attention has been paid to the unique features of the platform's users.Therefore,this article sets the research object as Xiaohongshu APP,the most representative in the social e-commerce.From the perspective of users,on the base of the theories of Uses and Gratifictions,Identity and Technology Acceptance Model,the article analyzes the motivations,attitudes and behaviors of users when they come into contact with the platform.Secondly,the author analyzes the relationship between the platform users' identity and the social e-commerce platform.Then the author designs the questionnaire survey,using SPSS 25.0 software for data statistics and analysis.At the same time,the in-depth interview is used as an auxiliary to investigate and study the user behavior,perceived value and influencing factors of Xiaohongshu APP.By combining the subjective factors of users and objective technical factors,the author hopes to verify the hypothesis through empirical research,explore the behavior patterns and influencing factors of users of Xiaohongshu APP,and put forward feasible suggestions for the development of UGC social e-commerce products.