• Login
  • Register
  • Search

Exploring the Influence of Social E-Commerce Interaction on Consumers' Attitude Towards Advertising:The Case of Xiaohongshu

Zhenzhu Cao, Zezhi Wang


With the rapid development of online retailing in China, social e-commerce platforms are riding on the wind, and as large lifestyle communities in China, the impact of their interaction methods on consumers' advertising attitudes is extremely important. To explore how social e-commerce interactions affect consumers' advertising attitudes, we need to measure consumers' advertising attitudes through data analysis of the factors related to interaction styles. Based on this, this paper uses SPSS software to analyze the correlation and regression analysis between the interaction mode of Xiaohongshu and consumers' advertising attitudes based on selective attention theory, taking Xiaohongshu, a social e-commerce platform, as an example. It was found that the factors of entertainment, information and trustworthiness of interactive content of Xiaohongshu interactive mode would significantly and positively influence consumers' advertising attitudes, and the factors of interference of interactive advertising would significantly and negatively influence consumers' advertising attitudes. Therefore, social e-commerce platforms can use their shareability and interactivity to improve user attention and engagement, enhance consumer advertising attitudes, and then enhance user stickiness, improve sales conversion rates, and promote long-term corporate development.


Social E-Commerce; Interaction Mode; Consumer Advertising Attitude; Selective Attention Theory; Xiaohongshu

Full Text:


Included Database


Liu Y(2017). Research on the influence of WeChat infomercial features on users' advertising attitudes. Harbin Institute of Technology, pp.3.

Wang H, Chen Y(2020).Analysis of social e-commerce business model based on value network. Business Economics Research,no.03,pp.103-106.

Baghdadi Y(2016).A framework for social commerce design.Information Systems, no.60, pp. 95-113.

Ji M, Geng LM(2019).Research on the development of social e-commerce in the era of sharing economy. E-commerce, no.10, pp. 32-34.

Xiang L, Zheng X, Lee M, et al(2016).Exploring consumers' impulse buying behavior on social commerce platform: the role of parasocial interaction.International Journal of Information Management, no.3,pp.333-347.

Kang XY(2019).Social e-commerce Xiaohongshu development strategy and problem analysis. China Press,no.16,pp.50-51.

Cui QA, Wang YR.(2020). Research on social e-commerce users' consumption intention and purchase behavior decision in multi-dimensional context--analysis of "Xiaohongshu" users as data collection objects. Price Theory and Practice,no.12,pp.95-98+163.

Zhu GW, Hou MJ, Zhou L(2020).Exploring the influence of social e-commerce interaction methods on consumers' attitudes toward advertising. Soft Science,no.11,pp.1-12.

Wei RQ, Tang FC(2016.)The social influence mechanism of user-generated content on online shopping- an empirical analysis based on social e-commerce.East China Economic Management, no. 04,pp.124-131.

Yang KM (2019). Research on the business model of Pinduoduo social commerce platform. Guangdong University of Finance and Economics, pp.12.

Zhu JL, Xu JL, Pan HG(2020). Research on marketing strategies of social e-commerce platforms in the context of the platform economy: the example of Xiaohongshu. Modern Business, no.27, pp.35-36.

Liang HY, Yao L (2018). Research on the development of social e-commerce model in the context of mobile Internet. Think Tank Times, no.33,pp.188-189.

Yang XY, Guo HW, Jiang YW, Lu YF, Bian XH(2018). Research on the development of e-commerce based on social networks--WeChat as an example. Chinese and foreign entrepreneurs, no.10, pp.193-194+203.

Jia L(2021). Research on the development strategy of social app Xiaohongshu.Western Leather, no.5, pp.103-105.

Liu HX(2020).The influence of social e-commerce UGC platform features on customers' willingness to buy--Xiao Hong Shu as an example.Small and medium-sized enterprise management and science and technology,no.07,pp.137-138+141.

Cheng M(2020). Research analysis of new media social e-commerce platform-taking "Xiaohongshu APP" as an example.Modern Marketing (Business Edition), no.10, pp.98-99.

DOI: http://dx.doi.org/10.18686/mmf.v6i6.6313