摘要
进入21世纪以来，互联网产生的实用功能已经深入大众生活的方方面面，同时互
联网普及也愈加快速，网络用户数量与日俱增，伴随着这些变化出现的是互联网应用范
围的不断扩大，网络已经成为人民日常生活中不可或缺的部分。智能手机的出现让大众
生活更加便捷的同时也在不断催生新功能和应用的开发，现如今手机移动端成为时下网
络信息传播的主要途径，其中社交网络的使用在老百姓的日常生活中占据非常高的比
重。在社交网络中，网络用户早已不只是信息的接收者，越来越多的人也开始同时承担
起传播信息的角色。社交网络拥有如此大的用户数量是与其良好的用户体验，社交功能
的不断完善，还有网络用户对彼此之间的信任是密不可分的。
依托社交网络快速发展的背景，网络用户之间的信任感以及用户能够通过参与分享
产生良好用户体验的前提下，分享的信息也能借由网络渠道以极快的传播速度扩散开
来。所以，运用在社交电子商务中的口碑营销不仅靠社交网络吸引了大量网络用户的关
注，还给许多品牌带来了巨大的商机。但这种基于社交网络中的口碑营销也会催生出一
些问题，比较显著的问题则是网络用户在网络上会感知到一定的风险，故而不敢完全信
任。女性作为电子商务中消费的主力军，有着不可忽视的影响力和消费能力。女性感性
思维大于理性思维的特征，以及在购买后喜爱与人分享并且购买意愿易受他人影响等特
点，让社交网络中的口碑营销在女性方面仍有巨大的发展空间。
小红书APP是电子商务的发展速度得到了大幅度的提升后出现的一个产物。它的原
型是一个用户论坛社区，经过发展收获了大量用户后，升级为社交电子商务平台。升级
后依旧保留了原有的社区优势特征而且发展的很好，用户利用平台的社区基因进行分享
购物经验与感受，再通过用户之间口碑信息交换，帮助其他用户挑选适合的产品。可以
明显看出，小红书APP内的信息交换正是利用社交网络进行口碑营销的典型例子。同时，
小红书APP是一个以女性用户为主导的APP，女性用户在平台内的活跃度很高，通过针
对小红书APP的女性用户进行分析研究可以更准确地找出品牌在小红书APP内进行口碑
营销方面存在的优势与不足。本文采用调查问卷的方法，通过对回收的问卷调研结果的
数据分析总结，旨在发现结合口碑营销和感知风险后对小红书APP女性用户产生的影响。
综上所述，小红书APP中在口碑营销方面女性用户中有优点也有欠缺，结合这些情
况提出品牌在小红书APP内的口碑营销策略如何优化。同时，本文的研究希望可以对以
往这方面研究的空白进行补充，给之后就这个方向进行的研究提供可借鉴的结论。
关键词：小红书，口碑营销，女性用户，市场营销，感知风险
1

Abstract
The practical functions produced by the Internet can affect all aspects of people’s lives
since the 21st century. The popularity of the Internet has also become more rapid and the
number of Internet users has increased day by day. With these changes, the scope of Internet
applications has also continued to expand, and the Internet has become an indispensable part
of people’s daily lives. In addition, with the development of mobile phone functions, it has
been widely used throughout China. Mobile phones have become the main way of
information dissemination on the Internet today, and the use of social networks occupies a
very high proportion in people’s daily lives. In social networks, network users are no longer
just receivers of information, they are beginning to take on the role of spreading information
in more and more places. The fact that social networks have so many users is inseparable
from the good user experience, the continuous improvement of social functions, and the trust
of netizen in each other.
With the rapid development of social networks, a sense of trust can be created among
netizen, and online users can also produce a goo d user experience through participating in
sharing. Information shared between users can also spread through online channels at an
extremely fast speed. Therefore, word-of-mouth marketing used in social e-commerce not
only relies on social networks to attract a large number of online users, but also brings huge
business opportunities to merchants. But this kind of marketing based on social networks will
also give rise to some problems, making Internet users feel risky, so they don’t dare to trust it
at all. As the main force among e-commerce consumers, women have a significant influence
and consumption power that cannot be ignored. Because women's perceptual thinking is
usually greater than rational thinking, and they love to share after purchase and their
willingness to buy is easily influenced by others, word-of-mouth marketing in the contest of
social networks still has huge room for development for women.
Xiaohongshu is a product that emerged after the development speed of e-commerce has
been greatly improved. Its prototype is a user forum community. After development and
gaining a large number of users, it is upgraded to an e-commerce platform, but it still retains
the original community advantages and develops better. Users use the community genes of the
platform to share shopping experience and feelings, and then through word-of-mouth
information exchange between users, help other users choose suitable products. This shows
that Xiaohongshu is a typical example of using social networks for word-of-mouth marketing.
Moreover, Xiaohongshu is an application dominated by female users, and female users are
highly active on the platform. Through analysis and research on female users of Xiaohongshu,
it is possible to more accurately find out the advantages and disadvantages of Xiaohongshu in
the development of word-of-mouth marketing, so as to propose optimization suggestions that
are more suitable for Xiaohongshu.
Based on the above basis, this paper adopts the method of questionnaire, through the
data analysis and summary of the returned questionnaire survey results, aiming to find out the
impact of the combination of word-of-mouth marketing and perceived risk on the female
users of Xiaohongshu from the survey.
To sum up, Xiaohongshu has advantages and disadvantages in word-of-mouth
marketing among female users. Combining these circumstances, it is proposed how to
optimize the word-of-mouth marketing strategy in the Xiaohongshu. At the same time, the
research in this paper hopes to supplement the gaps in the previous research in this area, and
provide conclusions that can be used for reference in the future research in this direction.
Key words: Xiaohongshu, word-of-mouth marketing, female users, perceived risk
2
。。。以下略