Research On Consumers' Perception Of Shopping On Social E-Commerce Platforms: A Case Study Of Xiaohongshu

Background: The rise of social e-commerce platforms provides consumers with convenient, personalized, and social shopping experiences. Among these platforms, Xiaohongshu's user base and influence have been steadily growing, quickly making it one of the most influential e-commerce platforms in China. Therefore, this study will use Xiaohongshu as an example to explore the factors influencing consumers' purchase intentions on social ecommerce platforms. Materials and Methods: An in-depth analysis of Xiaohongshu's marketing effectiveness can reveal successful models of social e-commerce and provide references for other companies, promoting industry development. This study will employ the Critical Incident Technique (CIT) and analyze related literature and cases to investigate the marketing effectiveness of Xiaohongshu. It will explore the impact of word-of-mouth effects, user experience, and User-generated Content (UGC) on consumers' purchase perceptions and analyze the factors influencing these perceptions in-depth. Results: Leveraging its strong community atmosphere and user-generated content, Xiaohongshu has successfully enhanced consumers' purchase intentions, strengthened brand influence, and promoted the dissemination of UGC. However, the platform needs to overcome challenges related to credibility of word-of-mouth, user stickiness, and the quality of products and services to ensure sustainable development and improve user shopping experience.