社会网络视角下社会化分享对消费行为的影响研究——以小红书“社区”为例

Research on the Impact of Social Sharing on Consumer Behavior from the Perspective of Social Networks—A Case Study of “Community” on Xiaohongshu

摘要: 互联网的发展使网购成为购物的主流渠道，社会化媒体为消费者获取真实信息、实现信息互动提供重要平台，同时社会化媒体通过消费者的真实口碑符号分享进一步带动了网购；消费者利用社会化媒体进行社会化分享带动了消费行为，在虚拟社区中形成新的社会网络。本文基于社会网络理论，结合小红书“社区”用户之间关注与被关注信息传播的网络拓扑关系，通过结构洞、弱关系分析关键意见消费者的作用，探讨社会网络用户之间的知识分享传递方式对消费者购物行为的影响。

Abstract: The development of the Internet has made online shopping the mainstream channel for shopping. Social media provides an important platform for consumers to obtain real information and realize information interaction. At the same time, social media further drives online shopping through the sharing of consumers’ real word of mouth symbols; Consumers’ use of social media for social sharing has driven consumer behavior and formed new social networks in virtual communities. This article is based on social network theory, combined with the network topology relationship of attention and attention information dissemination among users in the “community” of Xiaohongshu. Through the analysis of structural holes and weak relationships, the role of key opinion consumers is explored, and the influence of knowledge sharing and transmission methods among social network users on consumer shopping behavior is explored.