内容型社交电商平台用户分享意愿的影响机制——以小红书为例

User Sharing Intention of Content-based Social E-commerce Platform——Take Little Red Book as An Example

用户原创内容已成为吸引用户和促进内容型社交电商可持续发展的关键因素。以小红书为研究对象,基于扎根理论方法和SOR模型构建用户分享意愿影响因素模型。研究表明:用户对外界的需求和平台质量都会对用户感知价值和感知信任产生正面的作用,用户感知价值和感知信任对促进用户分享意愿产生积极影响。应优化信息内容的管理,增加情感表达功能,重视平台服务水平,打造良好的分享氛围,促进用户分享意愿的提高。

User original content has become a key factor to attract users and promote the sustainable development of content-based social e-commerc.This paper takes Little Red Book,a content-based social e-commerce platform,as the research object.Based on the grounded theory,this paper integrates and analyzes the interviews of Little Red Book users and secondary data on the Internet,and builds a model of influencing factors of Little Red Book users’willingness to share based on the SOR model.The results show that both users’demand for the outside world and platform quality have a positive effect on users’perceived value and perceived trust,and users’perceived value and perceived trust have a positive impact on promoting users’information sharing intention.Finally,suggestions are put forward from the perspectives of information content,user interaction,platform services,sharing atmosphere and opinion leaders,so as to continuously improve the sharing willingness of users of content-oriented social e-commerce platforms.We should optimize the management of information content,increase the function of emotional expression,attach importance to the service level of the platform,create a good sharing atmosphere to promote the improvement of users’sharing willingness.