社交电商平台中Z世代消费行为研究——以小红书为例
Research on Generation Z Consumer Behavior in Social E-Commerce Platforms—A Case Study of rednote

随着互联网的崛起，小红书成为被Z世代所喜爱的社交电商平台。小红书的“种草”文化、技术支持和兴趣圈子，是Z世代在小红书上消费的主要原因，但也存在着盲目消费、攀比消费、片面消费等现象，对Z世代的消费理念和价值观产生很大影响。因此，本文以小红书为例，主要从平台中Z世代用户特征出发，分析社交电商平台对Z世代消费行为的影响，从小红书平台Z世代用户消费存在的问题入手，探索提升Z世代消费体验的路径。
With the rise of the Internet, rednote has become a social e-commerce platform loved by Generation Z. The “grass planting” culture, technical support, and interest circle of rednote are the main reasons why Generation Z consumes on rednote, but there are also phenomena such as blind consumption, comparison consumption, and one-sided consumption, which have a great impact on Generation Z’s consumption philosophy and values. Therefore, taking rednote as an example, this article mainly analyzes the impact of social e-commerce platforms on the consumption behavior of Generation Z users based on their characteristics on the platform. Starting from the problems existing in the consumption of Generation Z users on rednote platform, it explores ways to improve the consumption experience of Generation Z.