小红书“种草”潮流对女性服装消费影响研究

Research on the Impact of the “Influencing Purchases” Trend on Xiaohongshu on Women’s Clothing Consumption

摘要: 社交电商的崛起标志着消费决策模式的深刻变革，其中，小红书平台所引领的“种草”潮流尤为引人注目。本研究聚焦于“种草”模式对女性服装消费行为产生的系统性影响。首先剖析小红书平台如何通过用户生成内容构建独特的“种草”生态，进而从认知、情感、行为三个维度深入探讨该潮流对女性消费者在服装选择、决策过程及品牌关系上的重塑作用。可以发现，“种草”通过提供海量、真实的参考信息，显著降低了消费者的决策不确定性；通过情感共鸣与社群认同，激发了潜在的需求与购买欲望；并通过构建虚拟品牌社区，改变了品牌忠诚度的形成机制。然而，该模式也伴随着信息过载、真实性危机及消费主义泛滥等潜在风险。依据4C营销理论框架，从而为服装品牌在小红书平台的有效运营提出针对性策略建议，强调应以用户价值为核心，通过价值共创与真诚沟通，实现可持续的营销效果。本文旨在整合现有研究成果，为理解社交电商时代女性消费行为提供新的理论视角与实践指引。

Abstract: The rise of social e-commerce marks a profound transformation in consumer decision-making models, with the “influencing purchases” trend led by the Xiaohongshu platform being particularly no-table. This study focuses on the systematic impact of the “influencing purchases” model on women’s clothing consumption behavior. Firstly, it analyzes how the Xiaohongshu platform builds a unique “influencing purchases” ecosystem through user-generated content, and then delves into the reshaping effect of this trend on women’s consumers in terms of clothing selection, decision-making processes, and brand relationships from the dimensions of cognition, emotion, and behavior. It can be found that “influencing purchases” significantly reduces consumers’ decision-making uncertainty by providing a vast amount of authentic reference information; it stimulates potential demand and purchase desire through emotional resonance and community identity; and it changes the formation mechanism of brand loyalty by constructing virtual brand communities. However, this model also comes with potential risks such as information overload, authenticity crises, and the prolif-eration of consumerism. Based on the 4C marketing theory framework, this paper proposes targeted strategic suggestions for the effective operation of clothing brands on the Xiaohongshu platform, emphasizing the need to center on user value and achieve sustainable marketing effects through value co-creation and sincere communication. This paper aims to integrate existing research results and provide new theoretical perspectives and practical guidance for understanding women’s consumption behavior in the era of social e-commerce.