基于EKB模型的社交媒体影响下鞋类消费行为研究——以小红书为例

Shoe Consumption Behavior under the Influence of Social Media based on the EKB Model:ACaseStudyof LittleRedBook

文章以小红书软件为例,分析了社交媒体对鞋类消费行为的影响。结合EKB改进模型分析消费者购买行为的过程,设计调查问卷采集数据并且对数据进行分析。研究发现,信息输入、信息搜索、购物评价、购后反馈四个维度对购买行为均有影响,由此为社交媒体平台和鞋类品牌方引导消费提供参考。

This work examined the impact of social media on shoe consumption behavior,using the Little Red Book platform as a case study.Employing an enhanced EKB model,it analyzed the process of consumer purchasing behavior,and designed survey questionnaires to collect data and conduct data analysis.The result reveals that the dimensions of information input,information search,shopping evaluation,and post-purchase feedback all influence purchasing behavior,thereby providing insights for social media platforms and footwear brands in guiding consumer consumption.