小红书“种草”笔记的形式与产品类型对消费者购买意愿的交互影响研究

A Study on the Interactive Influence of the Form and Product Type of “Grass Planting” Notes on Consumers’ Purchase Intention on rednote

摘要: 在数字化时代，社交电商平台在消费者决策中的地位日益突出。小红书中的“种草”笔记成为用户与商品之间的重要纽带。本研究基于ELM模型和产品涉入度理论，探讨了“种草”笔记形式(图文与视频)与产品类型对消费者购买意愿的交互影响。研究验证了以下假设：其一，不同的笔记形式和具有差异的产品类型对消费者购买意愿具有显著的交互作用；其二，笔记形式感知在笔记类型与购买意愿之间起中介作用。实验发现，高涉入产品在图文形式下提升购买意愿，低涉入产品在视频形式下表现更强购买意愿。本研究为小红书的社交媒体营销策略提供了理论支持，为相关领域的后续探索提供了新的视角。

Abstract: In the digital age, the position of social e-commerce platforms in consumer decision-making is becoming increasingly prominent. The “grass planting” notes in rednote have become an important link between users and products. This study is based on the ELM model and product involvement theory, exploring the interactive effects of the “grass planting” note taking format (text, images, and videos) and product type on consumer purchase intention. The study confirmed the following hypothesis: firstly, different note taking forms and product types with differences have a significant interactive effect on consumer purchase intention; Secondly, the perception of note taking forms mediates the relationship between note type and purchase intention. The experiment found that high involvement products increased purchase intention in graphic and textual form, while low involvement products showed stronger purchase intention in video form. This study provides theoretical support for rednote’s social media marketing strategy and offers a new perspective for further exploration in related fields.