社交电商UGC特性带来的机遇与挑战——以小红书为例

The Opportunities and Challenges of Social E-Commerce UGC Characteristics—Taking Xiaohongshu as an Example

摘要: 本文旨在探讨社交电商UGC (用户生成内容)特性为电商平台带来的机遇与挑战，以小红书为例进行深入分析。利用SOR (Stimulus-Organism-Response)理论框架，阐述用户如何在各种市场刺激下产生动机，进而做出购买决策。通过小红书的案例，揭示UGC在社交电商中的应用、效果以及面临的问题，并提出相应的解决策略。

Abstract: This paper aims to explore the opportunities and challenges that social e-commerce’s UGC (User-Generated Content) feature brings to e-commerce platforms, taking Xiaohongshu as an example for in-depth analysis. Using the SOR (Stimulus-Organism-Response) theoretical framework, this paper explains how users generate motivation in response to various market stimuli and make purchasing decisions. By taking Xiaohongshu as a case study, this paper reveals the application, effect, and challenges of UGC in social e-commerce, and proposes corresponding solutions.