小红书“内容种草”对消费者购买决策影响机制研究

The Influence Mechanism of “Content Seeding” on Consumer Purchase Decisions on Xiaohongshu

摘要: “内容种草”作为社交电商时代的典型营销现象，深刻改变了消费者的信息获取方式与购买决策路径。本文以小红书平台为研究对象，系统探讨“内容种草”对消费者购买决策的影响机制。基于S-O-R理论、ELM模型与信任理论，本文构建了“刺激–机体–反应”的分析框架，从内容特征、用户心理状态与购买行为三个层面揭示种草的作用机理。研究发现：内容种草通过信息质量与来源可信度构成外部刺激，激活用户的感知价值、社会临场感与信任等中介心理变量，进而影响购买意愿与决策效率；内容形式(图文vs.视频)与产品涉入度在其中发挥显著的调节作用。本文进一步分析了小红书“SPU × 买点 × 人群”的种草方法论及其商业闭环设计，揭示种草从“心智占领”向“交易转化”演进的逻辑。研究结论为社交电商时代的消费者行为理论提供补充，也为品牌的内容营销实践提供参考。

Abstract: “Content planting” (Zhongcao), as a quintessential marketing phenomenon of the social commerce era, has profoundly reshaped how consumers access information and make purchasing decisions. Taking Xiaohongshu as a case study, this paper systematically explores the impact mechanism of “content planting” on consumer decision-making. Grounded in the S-O-R theory, the ELM model, and trust theory, it constructs a “Stimulus-Organism-Response” analytical framework, revealing the working mechanism across content characteristics, user psychological states, and purchase behaviors. The study finds that content planting acts as external stimuli through information quality and source credibility, activating mediating psychological variables such as perceived value, social presence, and trust, thereby influencing purchase intention and decision efficiency. Content format (images/text vs. video) and product involvement are identified as significant moderating factors. Furthermore, the paper analyzes Xiaohongshu’s “SPU × Selling Points × Target Audience” methodology and its commercial closed-loop design, elucidating the evolution from “mind share” to “transaction conversion.” The conclusions supplement consumer behavior theory in the social commerce era and offer practical insights for brand content marketing strategies.