基于网络营销视角的社交媒体用户商品信息偶遇行为特征分析与策略优化

Characterization of Social Media Users’ Commodity Information Encountering Behavior and Strategy Optimization Based on Online Marketing Perspective

摘要: 随着社交媒体平台向商业化生态转型，用户被动接触商品信息的偶遇行为成为用户消费决策的重要路径。本研究基于网络营销实践需求，采用眼动追踪、屏幕行为记录及半结构化访谈的混合方法，对31名抖音与小红书用户展开对照实验，分析主动搜索与自由浏览场景下商品信息偶遇的行为机制。研究发现：1) 自由浏览情境的信息偶遇发生概率显著高于定向搜索情境，用户认知目标的明确性对偶遇行为具有抑制作用；2) 视觉注意力呈现“图像优先”特征，商品展示图的注视密度较文字更高，揭示碎片化浏览场景下的认知捷径依赖；3) 尽管跨平台差异未达统计显著性，但中等效应量暗示短视频(抖音)与图文社区(小红书)的界面设计可能影响用户信息偶遇模式。基于实证结论，研究提出动态平衡推荐精准度与多样性、强化前3秒视觉冲击设计、构建跨平台行为转化漏斗及公私域协同引流机制等策略，为提升社交媒体营销转化效能提供理论依据与实践路径。

Abstract: With the transition of social media platforms to commercialization ecology, the incidental behavior of users’ passive exposure to commodity information has become an important path for users’ consumption decisions. Based on the practical needs of online marketing, this study uses a mixed method of eye tracking, screen behavior recording and semi-structured interviews to conduct controlled experiments on 31 Douyin and rednote users to analyze the behavioral mechanisms of information encountering in active search and free browsing scenarios. The study found that: 1) The probability of information encountering is significantly higher in free browsing than in directional search, and the clarity of users’ cognitive goals has an inhibitory effect on the behavior of information encountering; 2) Visual attention shows the characteristic of “image-first”, and the attention density of product display diagrams is higher than that of text, which reveals the cognitive shortcut reliance in fragmented browsing; 3) Although cross-platform browsing is not the only way of information encountering, it is not the only way of cognitive shortcut reliance. 4) Although the cross-platform difference is not statistically significant, the medium effect size suggests that the interface design of short video (Douyin) and graphic community (rednote) may affect users’ information encountering pattern. Based on the empirical findings, the study proposes strategies such as dynamically balancing recommendation accuracy and diversity, strengthening the design of visual impact in the first 3 seconds, constructing cross-platform behavioral conversion funnels, and public-private domain collaborative attraction mechanism, which provides a theoretical basis and practical paths to enhance the conversion efficacy of social media marketing.