Research On The Impact Of Social Sharing On The Consumption Behavior Of Xinjiang University Students

As of the end of 2018,the number of online shopping users in China has reached 610 million,accounting for 73%of the total number of Internet users.The number of online shopping users has increased by 18.5%compared to 2017.Online shopping has gradually become the mainstream channel for shopping.For consumers,the difference between online shopping and traditional brick-and-mortar shopping is that the online shopping situation is complex and changeable,making online shopping more difficult.In the situation of asymmetric information,consumers’ online shopping needs to be answered by the corresponding audience.Getting real and effective information through social sharing platforms can better help consumers realize information interaction in resource sharing.Social sharing platforms also need to use real word-of-mouth symbols to drive online shopping consumption.This article takes the "Xiaohongshu" APP as an example to develop a study on the impact of social sharing on college students’ consumption behavior in Xinjiang,which is divided into 6 parts.The first part is the introduction.After clarifying the research background,an overview of the theoretical and practical significance of the research in this article.It summarizes the existing research results of domestic and foreign scholars from the two aspects of related research on consumer culture and the research on social sharing of Internet.The second part is the development and spreading characteristics of socialized sharing media.After the concept is defined,it explains the evolution and spreading characteristics of socialized sharing media.The third part is the impact of socialized sharing media on college students’ consumption culture,focusing on the interpretation of the transformation of consumer behavior brought about by the sharing communication model.The fourth part is the analysis of the communication mode of the socialized sharing media"Xiaohongshu",analyzes the basic elements of the "Xiaohongshu" community communication,introduces the product consumption ecology of the "Xiaohongshu"community content communication,and analyzes the "Xiaohongshu " "Community content dissemination model.The fifth part is to analyze the impact and reasons of the online community content on the consumption behavior of Xinjiang college students through data analysis,including the consumption concept reconstructed by the college students using the online community and the attention and participation of the college students on the "Little Red Book" platform.The sixth part is to use socialization to share the countermeasures and suggestions for leading college students’ consumption behavior,such as improving the consumer awareness of the user from the audience level,advocating the correct consumption concept;improving the policies,laws,and regulations in the social media;implementing the relevant regulations System,strengthen supervision;strengthen the integration of multiple media technologies,improve the quality of practitioners;integrate public opinion resources,create a good communication atmosphere,etc.