Abstract
This study analyzed the impact of the characteristics of XiaoHongShu on the intention of Chinese audiences to attend musicals. It examined whether the reliability of information provided on XiaoHongShu and participation in information sharing have a mediating effect on the intention to attend musicals, using hierarchical regression analysis. The analysis revealed that various sub-variables of XiaoHongShu, such as usefulness, immediacy, reliability, and interaction, positively influence the intention to attend. Notably, information trust and participation were found to play a mediating role. Among the various characteristics of XiaoHongShu, interaction had the most significant impact, differentiating it from the emphasis on the usefulness and reliability of SNS information commonly highlighted in domestic studies. In China, SNS platforms have evolved beyond simple chatting functions, showing a prominent consumer behavior in information exchange and verification among users. These findings suggest that actively engaging with Chinese audiences through XiaoHongShu and providing reliable information are crucial.
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