荆楚理工学院学报2026，Vol.41Issue(3)：8-19,12.
小红书"种草"类图书短视频内容特征对消费者购买意愿的影响
The Impact of Content Characteristics of"grass-planting"Type Book Short Videos on Consumers'Purchase Intentions on Xiaohongshu
摘要
Abstract
With the rapid development of mobile Internet and emerging technologies,short-video marketing has become an important means to promote consumption.Xiaohongshu,with its unique"grass-planting"nature,provides an important platform for it.This paper adopts the questionnaire survey method to collect data,and with the help of the S-O-R model,takes perceived useful-ness and perceived interest as mediating variables to construct a model of the influence of the content characteristics of short videos of"grass-planting"type books on consumers'purchase intention on Xiaohongshu.The results show that the entertainment,ease of use,story-telling and contextualization of"grass-planting"type book short videos significantly and positively affect consumers'pur-chase intentions.Perceived usefulness and perceived interest play a mediating role in this process.Based on this,suggestions for enhancing consumers'purchase intentions are proposed.关键词
小红书/种草短视频/内容特征/S-O-R理论/购买意愿Key words
Xiaohongshu/"Grass-planting"short videos/Content features/S-O-R theory/Purchase intention分类
社会科学引用本文复制引用
陈维超,汤婧涵,李晴..小红书"种草"类图书短视频内容特征对消费者购买意愿的影响[J].荆楚理工学院学报,2026,41(3):8-19,12.基金项目
国家社会科学基金一般项目"'智能鸿沟'的演化、测度及消解策略研究"(25BXW097) （25BXW097）
