Research On Female Consumption Behavior Of Xiaohongshu Platform

China is in the process of transforming from a production-oriented society to a consumption-oriented society.People's consumption is more in pursuit of the symbolic value of goods and expect the pleasure and satisfaction brought by consumption.The boom and development of e-commerce platforms has undoubtedly contributed to the wave of consumerism.Women are the main consumers of the virtual economy,and they pay more attention to showing their personality,beauty and success through consumption.Through the two channels of "community" and "e-commerce",Little Red Book platform makes full use of word-of-mouth marketing and the influence of opinion leaders to attract a large number of female users to enter,and their consumption in Little Red Book shows strong symbolic characteristics.With the help of Little Red Book platform as a typical case analysis,this paper discusses the issues of female consumption on social e-commerce platform under the background of consumer culture,makes symbolic interpretation of female consumption behavior on Little Red Book platform,finds out the potential problems behind their consumption and puts forward solutions.From the overseas online shopping cosmetics platform at the beginning,Little Red Book has developed into a new shopping platform of "community +e-commerce".With young women as the target users,Little Red Book has fully tapped the consumption potential of women with the help of the female economy in the Internet era.As a new type of shopping platform,Little Red Book meets the actual material needs of young female consumer groups and brings the pleasure of spiritual consumption for female consumers.In the e-commerce platform of Little Red Book Bookstore,through the research of female consumption on the platform,this paper analyzes the community interaction and scene experience of female consumption on Little Red Book Bookstore.It is found that they pursue the pleasure of social participation and sharing while ignoring the real consumption,and pursue symbols while ignoring the consumption itself.First of all,this paper interprets the female consumption behaviors on Little Red Book Platform with symbols,analyzes the consumption behaviors of female users on Little Red Book Platform from different perspectives,and uses symbolic consumption theory for reference to analyze the symbolic characteristics presented by the platform from the aspects of brand,identity,body,emotion,etc.Secondly,according to the symbolic female consumption phenomenon presented by Little Red Book Platform,the symbolic motivation of female consumption on Little Red Book Platform is explored from the aspects of society,culture,media and identity,and the influencing factors behind female consumption on Little Red Book Platform are deeply explored.Finally,based on the communication of social media of Little Red Book,this paper considers the problems of aesthetic reconstruction and identity,discusses the dilemma of female consumption on Little Red Book platform,and further studies the development path of female consumption on Little Red Book platform,so as to achieve reasonable consumption and make the development of female consumption on Little Red Book platform better.In the little red book the propagation process of symbolization of women consumption,through consumption,sharing,interactive and other daily way to complete the meaning of social production,formed the unique consumption culture system,however,the little red book platform of women also exist in the pursuit of social participation to share the pleasure but ignore the real consumption,the pursuit of symbol and ignores the problem of consumption itself,the community and in the little red book platform advertising induced consumption,electricity use high quality the content of the community,by planting grass notes on consumer induced by passive consumption,even write notes,third-party merchants false sales,leading to problems such as social values of the landslide.Therefore,through the study found that the women consumption problem and found the little red book platform the development path of women consumption,help women to avoid the trap of into consumerism,designed to allow women to recognize,consumption,make the female consumers avoid mingling of consumerism and thus for the independent consumption,hope that the little red book platform of women consumption puts forward beneficial exploration and development.