摘要
随着社交电商的迅猛发展,以小红书为代表的社交电商平台逐渐形成独特的消费文化,深刻影响着Z世代的消费观念与行为。本研究通过分析小红书平台消费文化的核心特征,探讨其对Z世代消费观念和行为的影响,并基于研究结果提出优化社交电商平台消费生态的路径建议,旨在为社交电商行业的健康发展和引导Z世代理性消费提供理论参考。
With the rapid development of social e-commerce, platforms represented by rednote have gradually formed a unique consumer culture, which profoundly influences the consumption concepts and behaviors of Generation Z. This study analyzes the core characteristics of the consumer culture on the rednote platform, explores its impact on the consumption concepts and behaviors of Generation Z, and based on the research results, proposes paths and suggestions for optimizing the consumer ecology of social e-commerce platforms. The aim is to provide theoretical references for the healthy development of the social e-commerce industry and guide Generation Z towards rational consumption.
出处
《电子商务评论》
2025年第7期2360-2366,共7页
E-Commerce Letters
