社交平台KOL营销对消费者行为的影响与优化研究

A Study on the Impact and Optimization of KOL Marketing on Consumer Behavior in Social Media Platforms

摘要: 作为国内社交电商的典型平台，小红书KOL种草的消费模式为电商场域注入了新的活力。本研究聚焦小红书平台，基于消费者行为路径理论探讨KOL种草行为对电商行业当中消费者消费路径的影响。通过梳理小红书平台KOL种草发展现状，从“认知、兴趣、评估、购买、忠诚”五个阶段分析KOL在小红书的作用、影响力，现存问题及营销优化策略，旨在为电商平台及品牌提供针对性建议，助力其更好利用KOL资源引导消费者行为，提升市场竞争力，推动社交电商行业的健康发展。

Abstract: As a typical platform for social e-commerce in China, the consumption model of KOL influencers on Xiaohongshu has injected new vitality into the e-commerce field. This study focuses on the Xiaohongshu platform and explores the impact of KOL influencers’ influencing behavior on consumers’ consumption paths in the e-commerce industry based on the theory of consumer behavior paths. By analyzing the development status of KOL influencers on the Xiaohongshu platform from the five stages of “cognition, interest, evaluation, purchase, and loyalty”, the role, influence, existing problems, and marketing optimization strategies of KOL influencers on Xiaohongshu are examined. The goal is to provide targeted recommendations for e-commerce platforms and brands to better utilize KOL resources to guide consumer behavior, enhance market competitiveness, and promote the healthy development of the social e-commerce industry.