Research On User Behavior Of Social E-commerce Platform

As users spend more time on social networks,the e-commerce industry is turning its attention to social networking sites.In the context of "Social + ",e-commerce is trying to be social,and "social" and "e-commerce" are close to each other Into a social e-commerce business.The social network is user-centered,has spread widely,the content is true and so on characteristic,has had the enormous influence to the electronic commerce: has changed the user's status,has made the user become the dominant,on the one hand,users have access to information about a wide range of products,while at the same time they are able to independently publish information about their experiences.On the other hand,users are more likely to trust the advice they provide,ignore the recommendations of the merchants,and make their own decisions This change to the user's psychology and behavior brought about by the larger changes.In the current research on social e-commerce and users,most of them are only analyzed from the angle of marketing or communication,and do not make a comprehensive discussion.Based on the theory of "use and satisfaction" and "Maslow's hierarchy of needs",this paper chooses the social e-commerce platform-little red book APP as a Case The first is to analyze the users' motivation,psychology and behavior when they contact and use the APP;the second is to analyze the reaction of users' psychology and behavior to the APP;and the third is to take the small as the big,based on the case analysis This paper analyzes the relationship between the social e-commerce platform and the users,and puts forward some improving measures for the development of the social e-commerce platform based on the user behavior investigation and the research findings.In the first chapter,the author summarizes the development of Xiaohongshu APP from three aspects: product,function and content,and analyzes the typicality of Xiaohongshu This paper analyzes the users of Xiaohongshu APP from three aspects: Group characteristics,user types,and the psychology of users contacting and using XIAOHONGSHU APP.It is concluded that the majority of users of Xiaohongshu are women,younger,more educated,more enterprise employees and students,and more middle-and high-income People Users are divided into productive users,browsing users and diving users according to the different ways of participating in the platform.The psychological characteristics and negative psychology of users are summarized,such as encouraging voyeurism,enhancing Crowd psychology,etc.In the thirdchapter,according to the results of questionnaire and in-depth interview,this paper analyzes the user behavior of the social e-commerce platform from the basic situation of the respondents' use of the "Little Red Book App",the users' motivation,and the users' ways of using the social e-commerce platform,such as users' publishing information,users' adoption of content,and the interaction between users and users In the last two chapters of this paper,based on the research of user behavior,we find the existing problems of the social e-commerce platform and put forward suggestions for improvement.