小红书平台“即看即买”现象的女性用户时尚消费研究

A Study of Fashion Consumption among Female Users of Xiaohongshu Platform’s “Buy-As-You-See” Phenomenon

摘要: 随着社交媒体带动电商产业发展，用户从接触产品、了解产品到购买产品的路径正在急速缩短，特别是作为图片社交媒体的小红书平台。研究发现，小红书通过KOL和UGC内容激发用户即时购买欲，包括视觉呈现、场景构建、社交互动、博主的个人特质等。其中用户在上行比较中追求理想生活范式，易受博主推荐影响而冲动消费；较近的社交距离引起的平行比较，也容易触发用户的信任消费。同时，“即看即买”也可能导致可持续性问题和引发心理健康风险。

Abstract: With the development of e-commerce industry driven by social media, the path of users from contacting the product, understanding the product to purchasing the product is being shortened dramatically, especially on the platform of Xiaohongshu, which is a picture social media. The study found that Xiaohongshu stimulates users’ instant purchase desire through KOL and UGC content, including visual presentation, scene construction, social interaction, and personal qualities of bloggers. Among them, users pursue ideal life paradigm in upward comparison, and are easily influenced by bloggers’ recommendation and impulse consumption; parallel comparison caused by closer social distance is also easy to trigger users’ trust consumption. At the same time, “buy-as-you-see” may also lead to sustainability issues and mental health risks.