Research On The B2K2C Business Model Of Social E-commerce Platform Xiaohongshu

Since the development of my country’s Internet and social e-commerce industry,a relatively complete e-commerce system and a grass-growing model for key opinion leaders have been formed.Especially since 2020,due to the impact of the new crown pneumonia epidemic,online shopping has become an indispensable and important way of life for Chinese residents..However,with the continuous development of media technology and the arrival of the Z era,consumer demand has become personalized and fragmented,and "people" has become a central part of retail logic.The traditional B2 C model has begun to be hit hard,and the emerging digital business ecosystem has begun developing.At the same time,with the peak of Internet dividends,"private domain traffic" has become a new outlet for the Internet celebrity economy.With its two characteristics of "authenticity" and "trust",KOC can reach consumers’ personalized needs and influence consumers’ willingness to buy.With its innovative "B2K2C" business model,the social e-commerce platform Xiaohongshu has become one of the emerging unicorn companies in my country’s e-commerce industry.Taking the social e-commerce platform Xiaohongshu as an example,this paper uses the TAM model(Technology Acceptance Model)as the empirical basis,and combines the literature research method to construct the research model of this paper to explore how the creative behavior of key opinion consumers(KOC)and content-related factors affect the User perception(including perceived usefulness and perceived ease of use)is the mediator that affects users’ purchase intention.An online survey was conducted with the users of Xiaohongshu,and 254 valid data were obtained.SPSS26.0 was used to analyze the reliability,validity and validation factors of the data,and to explore the consumption intentions that affect users of the social e-commerce platform Xiaohongshu.and behavioral factors.The research found that:(1)The theoretical model constructed in this study can better explain the influence of key opinion consumers on consumers’ purchase intention.The credibility of Xiaohongshu platform and the creation behavior of key opinion consumers(KOC)and content-related factors are all related.It has a positive impact on users’ perceived usefulness and perceived ease of use,thereby affecting consumers’ purchase intention.(2)From the perspective of the Xiaohongshu platform itself,users have a high degree of recognition of the credibility of the Xiaohongshu platform,and the more the platform is trusted by consumers,the greater the degree of influence on consumers’ purchase intentions.(3)From the perspective of KOC’s creative behavior and content-related factors,consumers pay more attention to KOC’s credibility,emotional expression and content sharing quality,and prefer high-quality shared content with a certain degree of professionalism and subjectivity.(4)User perception is an important intermediary factor between KOC creation behavior and content-related factors and consumers’ purchase intention.The platform’s perceived ease of use has a slightly higher incentive for users’ purchase intention than perceived usefulness.Through the analysis of the factors that have a significant impact on the consumption behavior of Xiaohongshu users based on the B2K2 C model,it can be seen that Xiaohongshu uses KOCs with high credibility in the consumer group as a bridge to connect the three main bodies of brands,bloggers and users.The loudspeaker for the vast number of consumers is also the microphone for many brand owners.It breaks the inherent top-down pattern of traditional brand marketing,and realizes the co-creation and value sharing of brands and consumers.The development of the model provides a scientific and comprehensive new perspective and new ideas,and tries to put forward useful countermeasures and suggestions for the development of other social e-commerce platform business models.