小红书用户参与美妆类笔记互动意愿影响因素研究

Research on the Influencing Factors of Rednote Users’ Willingness to Interact with Beauty-Related Notes

摘要: 小红书作为美妆行业的社媒营销重地，博主可以在平台上分享各种美妆类笔记，吸引用户进行互动，从而提升美妆产品知名度。研究选取小红书美妆类笔记相关信息，采用多元线性回归分析方法，分析用户参与美妆类笔记意愿的影响因素。结果表明笔记标题是否带有“特殊表情标点符号”、笔记标题字数是否适中，笔记类型，笔记类别，笔记是否提及品牌，博主粉丝量、博主所有笔记获赞与收藏总量和博主简介是否与美妆相关都是影响用户参与美妆类笔记互动意愿的因素，但博主所有笔记数量和活跃粉丝占比与其无关。研究结论对于博主提高用户参与美妆类笔记互动率有一定的参考作用，同时对于美妆行业的数字化营销也具有一定的借鉴价值。

Abstract: Rednote, as a key social media marketing platform in the beauty industry, enables bloggers to share various beauty-related notes on the platform, attracting user interaction and enhancing the popularity of beauty products. This study selects relevant information on beauty-related notes on Rednote, and employs multiple linear regression analysis to investigate the factors influencing users’ willingness to interact with such notes. The results show that whether the note title contains “special emoticons and punctuation”, whether the title length is appropriate, the type of note, the category of the note, whether the brand is mentioned in the note, the number of the blogger’s followers, the total number of likes and collections of all the blogger’s notes, and whether the blogger’s profile is related to beauty all affect users’ willingness to interact with beauty-related notes. However, the total number of the blogger’s notes and the proportion of active followers are not related. The research conclusions can serve as a reference for bloggers to increase user interaction rates with beauty-related notes and also have certain reference value for the digital marketing of the beauty industry.