Xiaohongshu Platform Usage: Exploring the Impact of Content Values, User Satisfaction, and Continuance Intention Among Chinese Tourists

. As the travel industry increasingly embraces digital platforms, Xiaohongshu has become an essential tool for tourists planning their trips. This study investigates the relationship between content value, user satisfaction, and continuance intention through a web-based survey of 465 Chinese Xiaohongshu users. The findings reveal that both functional and experiential content values play pivotal roles in shaping user satisfaction during travel planning. Specifically, the practical utility of travel information (functional value) and the enjoyable browsing experience (experiential value) significantly enhance user satisfaction. Importantly, this satisfaction strongly predicts users' intention to continue using the platform. These results provide valuable guidance for travel brands seeking to optimize their presence on Xiaohongshu, suggesting they should focus on delivering high-quality, engaging content that enhances user satisfaction and fosters long-term platform engagement. The study contributes novel insights into user behavior patterns on this influential social media platform, particularly illuminating the mechanisms through which content value translates into sustained platform usage.