UGC电商平台发展策略及其影响因素——以小红书为例

On Development Strategies and Influencing Factors of E-Commerce Platform Based on UGC——Taking Xiaohongshu as an Example

以赫茨伯格的双因素理论为基础构建模型,结合文献查阅法和问卷调查法研究影响UGC电商平台小红书APP发展的各种因素.通过运用SPSS软件对调查得到的数据进行统计分析,验证了研究假设,得到功能性收益、平台信任、情感性收益以及自我实现需求四个因素共同影响电商平台的发展,最后提出了适合小红书发展的建议.

Based on Herzberg’s two-factor theory, this paper builds a model and combines literature review method and questionnaire survey method to study various factors that affect the development of Xiaohongshu APP, an UGC e-commerce platform. By using SPSS software to analyze the data obtained from the survey, the research hypothesis is verified. Functional benefits, platform trust, emotional benefits and self-fulfillment needs are the four factors that affect the development of e-commerce platform. Finally, several measures suitable for the development of Xiaohongshu are put forward.