Study of Consumers’ Purchase Intentions on Community E-commerce Platform with the SOR Model: A Case Study of China’s “Xiaohongshu” App

As e-commerce flourishes, a new model known as community e-commerce has sprung up, which gathers users of the same interests and values and provides precise content marketing for specific groups, to satisfy the various demands of customers. Studying the influencing factors of community e-commerce platforms on the purchasing willingness of customers can offer valuable references for a healthily developed community e-commerce. On the basis of the SOR model, this work establishes a structural model of the consumers’ purchase intentions on community e-commerce platforms. Citing the Xiaohongshu application, an analysis is conducted, using structural-equation modeling and questionnaire. The results show that the perceived value is positively influenced by the product features, content marketing, and community factors which prod customers to be ready to purchase. Based on the research conclusions, management suggestions are proposed, including building products with utmost cost–performance, emphasizing precise content-marketing, creating an active atmosphere in the community, and establishing the social responsibility of platforms, etc.