Abstract
Social e-commerce, as an emerging form of electronic commerce, has garnered widespread attention. As one of China's most popular social e-commerce platforms, xiaohongshu has successfully attracted users through user-generated content and community interaction, creating a unique ecosystem for social e-commerce. Understanding and analyzing the factors that influence consumers' purchasing decisions on xiaohongshu platform is crucial for operators to formulate effective marketing strategies. This study employs conjoint analysis to examine consumers' preferences for factors such as product quality, brand recognition, and key opinion leaders, providing valuable insights for the management of xiaohongshu platform. By analyzing consumers' preferences for these factors, the platform can better meet user needs, enhance user experience, strengthen brand influence, and effectively drive consumer purchasing behavior.
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