网红推荐对消费者购买意愿的影响——以小红书为例

The Influence of Internet Celebrity Recommendations on Consumers’ Purchase Intention—Taking rednote as an Example

摘要: 在信息技术日新月异的时代，网红经济在电商领域异军突起，逐渐成为推动行业发展的重要力量。小红书作为社交电商行业的佼佼者，网红推荐在其商业生态中占据重要地位。本文以小红书为研究对象，探究网红推荐对消费者购买意愿的影响。研究发现，网红可信度、消费者对商品质量的感知、网红与商品的形象一致性等因素显著影响消费者购买意愿。网红与消费者的互动频率和互动内容的信息价值，以及小红书的内容推荐算法和用户社区氛围，也对消费者购买意愿产生重要作用。基于此，本文为网红提升口碑质量、优化互动策略，以及小红书平台的支持与优化提出实践建议，以期为电商企业制定营销策略、消费者理性决策提供参考。

Abstract: In the era of rapidly changing information technology, the Internet celebrity economy has emerged in the field of e-commerce, and has gradually become an important force to promote the development of the industry. As a leader in the social e-commerce industry, rednote, Internet celebrity recommendation occupies an important position in its business ecology. This paper takes rednote as the research object to explore the influence of Internet celebrity recommendation on consumers’ purchase intention. It is found that factors such as Internet celebrity credibility, consumers’ perception of product quality, and image consistency between Internet celebrity and products significantly affect consumers’ purchase intention. The frequency of interaction between Internet celebrity and consumers and the information value of interactive content, as well as the content recommendation algorithm and user community atmosphere of rednote, also play an important role in consumers’ purchase intention. Based on this, this paper puts forward practical suggestions for Internet celebrity to improve the quality of word-of-mouth and optimize the interaction strategy, as well as the support and optimization of the rednote platform, with a view to providing references for e-commerce enterprises to formulate marketing strategies and for consumers to make rational decisions.