社交媒体中用户知识分享对消费者购买行为的影响因素研究——以“小红书”为例

Purpose/significance] With the development of internet and information technology, more andmore social media have been begun to build a new business model of community + e-commerce. This paper aims to explore the user knowledge sharing on their consumer behavior in the content community, so asto provide a management strategy for improving the purchasing behavior of users in the community. [Method/process] This article took Little Red Book as an example to analyze its internal operation mechanism, andbased on Szulanskis knowledge transfer model, built the influencing factor model of the knowledge sharingprocess on consumer purchase behavior in the Little Red Book. Finally,it took the users of the Little RedBook as the survey object, through the data of the questionnaire survey for empirical analysis. [Result/conclusion] In social media, knowledge sharing among users can be divided into four stages: knowledge generation, interaction, integration and feedback, in which user interaction, perceived risk and the professional ability of the recipient have positive impacts on their purchase behavior; The knowledge sharing process furtherinfluences the users willingness to purchase through the intermediary role of knowledge sharing content anddegree, and the knowledge sharing content has a greater impact on it, which also indicates that in social mediaoperations, enriching and improving community content and strengthen users, enhancing user interaction andreducing the perceived risk of users are the key to promoting user purchases.