“拆箱”背后:社交电商平台的青年互动与消费——以小红书为例

Behind“Unboxing”:The Interaction and Consumption of Youth on Social E-commerce Platforms,Taking“Xiaohongshu”as an Example

部落主义为分析数字社区中的青年行为提供了新范式。文章立足于社交电商平台上新兴的“拆箱”现象,选择小红书App为载体,采用网络民族志和半结构式访谈的方法探索部落时代青年的互动与消费。研究发现,社交电商平台上个体和部落相遇是集体情感驱动下的主体交互,并通过认同、信任和内在惠益的情感机制带动部落消费循环。“拆箱”背后是互动和消费相互嵌入、相互促进的循环机制,社交电商以社会性情感为依托达成“消费—种草—消费”的正向循环。“拆箱”行为体现着消费部落化的倾向,蕴含着增进社会团结、促进数字时代社会互动和消费良性循环的潜能。

Tribalism provides a new paradigm for analyzing youth behaviors in digital communities.Based on the emerging“unboxing”behavior on social e-commerce platforms,this paper chooses Xiaohongshu App as an example,and explores the interaction and consumption of youth in the time of the tribes through the method of virtual ethnography and semi-structured interviews.The study has found that the encounter between individuals and tribes on social e-commerce platforms is a subjective interaction driven by collective sentiment.The emotional mechanism of identification,trust,and internal goods boost the consumption cycle of tribes.Behind“unboxing”is the circular mechanism of interaction and consumption embedding and promoting each other.Relying on social sentiment,social e-commerce achieves a positive cycle of“consumptionrecommendation-consumption”.The behavior of“unboxing”reflects the trend of tribal consumption,and contains the potential to reinforce social solidarity,and promotes a virtuous cycle of social interaction and consumption in digital times.