TikTok Users Migration to Xiaohongshu(Rednote): Emotional Dynamics, Platform Governance, and an NCA-SEM Analysis in Cross-Cultural Adaptation

This study examines the key factors influencing emotional dynamics on digital platforms, with a specific focus on the migration of American TikTok users to Xiaohongshu(Rednote) and the cross-cultural adaptation process involved. Using Structural Equation Modeling (PLS-SEM) and Necessary Condition Analysis (NCA), the research identifies platform features, emotional contagion, and platform interaction frequency as critical antecedents of emotional dynamics. Further, the study explores the moderating effects of review mechanisms and algorithmic recommendations in the relationship between emotional contagion and platform interaction frequency. While theoretically expected to influence user behavior, empirical results indicate that these moderating effects are not statistically significant, suggesting that cultural factors, individual preferences, and social influences might have a more profound impact on user interactions than platform features alone. Through NCA, the study emphasizes that emotional contagion and platform interaction frequency are necessary conditions for emotional dynamics, regardless of other factors. This finding underscores the critical role these variables play in fostering emotional experiences, especially as American TikTok users adapt to a new platform with different cultural norms and user engagement expectations. The research provides valuable insights into the cross-cultural adaptation of digital platforms and offers practical recommendations for platform governance.