KOC经济背景下社交电商平台的审美化消费叙事构建——以小红书为例

The Construction of Aestheticized Consumption Narratives on Social Commerce Platforms in the Context of the KOC Economy—A Case Study of Xiaohongshu

摘要: 作为“网格化生存”的人类，媒介技术带来了生活方式的更新迭代，社交电商已成为当代消费模式的重要形态，尤以小红书平台中KOC (关键意见消费者)的活跃为典型。本文聚焦小红书如何借助KOC机制构建“种草即种欲”的消费叙事，通过考察其在小红书中的运作特征，揭示平台如何通过流量分发、内容生成与社交互动，塑造审美化的消费路径。研究认为，小红书通过KOC经济与平台机制的协同，构建出一种符号导向的消费生态，推动社交电商迈向深度媒介化的发展路径。

Abstract: As humans navigating a “grid-based existence,” media technologies have driven the evolution of lifestyles, with social commerce emerging as a pivotal form of contemporary consumption-most notably exemplified by the active presence of Key Opinion Consumers (KOC) on the Xiaohongshu. This paper examines how Xiaohongshu leverages its KOC mechanism to construct a consumption narrative where “recommendation sparks desire.” By analyzing its operational characteristics on the platform, it reveals how Xiaohongshu shapes aestheticized consumption pathways through traffic distribution, content generation, and social interaction. The study argues that through the synergy of KOC economics and platform mechanisms, Xiaohongshu has built a symbol-driven consumption ecosystem, propelling social e-commerce toward a path of deep media integration.