“嫁接”与“断裂”：电商平台的“新型消费主义”策略与困境——以小红书博主测评为例

“Grafting” and “Rupture”: The “New Consumerism” Strategy and Dilemma of E-Commerce Platforms—A Case Study of Xiaohongshu Blogger Evaluation

摘要: 与以往电商平台鼓励消费者购买能够标榜其社会身份地位产品的“消费主义”策略不同，本文提出“新型消费主义”的分析概念，通过对小红书博主测评的影像信息和粉丝评论文字资料进行分析，发现测评博主与时俱进，在内、外因的驱动下将“消费主义”嫁接到新的消费心理特征之中，通过测评的实践方式，使得电商平台“新型消费主义”策略的转变得以实现。由此，社交电商平台时代，消费者重塑了一套新的消费模式与心理。当然，在这样一种虽嫁接了新的消费语境但其鼓励消费的本质不变的场景之中，仍需警惕系列问题。

Abstract: Different from the “consumerism” strategy of e-commerce platforms to encourage consumers to buy products that can flaunt their social status, this paper proposes the analysis concept of “new consumerism”, and through the analysis of the video information and fan comment text materials evaluated by Xiaohongshu bloggers, it is found that the evaluation bloggers keep pace with the times, and graft “consumerism” into new consumer psychological characteristics driven by internal and external factors, and realize the transformation of the “new consumerism” strategy of e-commerce platforms through the practice of evaluation. As a result, in the era of social e-commerce platforms, consumers have reshaped a new set of consumption patterns and psychology. Of course, in such a scenario where the essence of encouraging consumption remains unchanged despite the grafting of a new consumption context, it is still necessary to be vigilant against a series of problems.