| The rapid development of Internet technology has not only promoted economic and technological progress,but also changed the way people consume,more and more people choose online shopping,and community e-commerce has become one of the e-commerce models with room for development today.More and more traditional e-commerce companies are transforming to the community e-commerce model,expecting to seize the new opportunities in the online shopping market.Among them,"Little Red Book" listed in 2012 as a representative of domestic community e-commerce,"social + e-commerce" model to open up a new mode of e-commerce,by the majority of users.More and more consumers collect word-of-mouth information through the Xiaohongshu platform,obtain real reviews,and change their own purchase intentions,attitudes and behaviors and make purchase decisions based on word-of-mouth information,so an in-depth understanding of the factors influencing consumers purchase intentions through IWOM is of practical significance to the development of community e-commerce platforms.As an e-commerce platform with social attributes,Xiaohongshu uses word-of-mouth marketing to attract and retain a large number of users,and connects users with products through word-of-mouth information.Through the community and word-of-mouth information,Xiaohongshu can directly capture users’ needs for different products and realize precise marketing.Users collect word-of-mouth information through the Xiaohongshu platform,get real reviews,and change their own purchase intentions,attitudes and behaviors and make purchase decisions based on word-of-mouth information.This paper takes Xiaohongshu as the research object,and explores the factors influencing consumers’ purchase intention from three dimensions: characteristics of word-of-mouth information,characteristics of senders and receivers,and perceived usefulness,and establishes a research model based on TAM model and ELM model,and uses literature analysis method,questionnaire survey method and statistical analysis method to conduct reliability,validity,descriptive,correlation,and regression analysis.The empirical study found that(1)word-of-mouth information containing both positive and negative information positively and significantly affects consumers’ purchase intention.(2)Notes containing more subjective word-of-mouth information have a positive effect on triggering the purchase attitudes,thoughts,and purchase decisions of Xiaohongshu users.(3)IWOM information has a significant effect on highly-involved users,and the higher the involvement in a brand/product,the more it influences consumers’ purchase intentions.(4)The relationship between the sender and receiver of word-of-mouth information is a strong one,which is more likely to influence consumers’ purchase intentions.(5)The user’s perceived usefulness of the notes can also enhance the receiver’s purchase behavior. |
