作为国内社交电商的典型平台,小红书KOL种草的消费模式为电商场域注入了新的活力。本研究聚焦小红书平台,基于消费者行为路径理论探讨KOL种草行为对电商行业当中消费者消费路径的影响。通过梳理小红书平台KOL种草发展现状,从“认知、兴...作为国内社交电商的典型平台,小红书KOL种草的消费模式为电商场域注入了新的活力。本研究聚焦小红书平台,基于消费者行为路径理论探讨KOL种草行为对电商行业当中消费者消费路径的影响。通过梳理小红书平台KOL种草发展现状,从“认知、兴趣、评估、购买、忠诚”五个阶段分析KOL在小红书的作用、影响力,现存问题及营销优化策略,旨在为电商平台及品牌提供针对性建议,助力其更好利用KOL资源引导消费者行为,提升市场竞争力,推动社交电商行业的健康发展。As a typical platform for social e-commerce in China, the consumption model of KOL influencers on Xiaohongshu has injected new vitality into the e-commerce field. This study focuses on the Xiaohongshu platform and explores the impact of KOL influencers’ influencing behavior on consumers’ consumption paths in the e-commerce industry based on the theory of consumer behavior paths. By analyzing the development status of KOL influencers on the Xiaohongshu platform from the five stages of “cognition, interest, evaluation, purchase, and loyalty”, the role, influence, existing problems, and marketing optimization strategies of KOL influencers on Xiaohongshu are examined. The goal is to provide targeted recommendations for e-commerce platforms and brands to better utilize KOL resources to guide consumer behavior, enhance market competitiveness, and promote the healthy development of the social e-commerce industry.展开更多
社交电商的快速发展催生了意见领袖形态从KOL (Key Opinion Leader关键意见领袖)向KOC (Key Opinion Consumer关键意见消费者)的演化,成为重构消费传播生态的核心动力。本文基于网络议程设置理论与动态能力理论,构建“梯度议程网络–信...社交电商的快速发展催生了意见领袖形态从KOL (Key Opinion Leader关键意见领袖)向KOC (Key Opinion Consumer关键意见消费者)的演化,成为重构消费传播生态的核心动力。本文基于网络议程设置理论与动态能力理论,构建“梯度议程网络–信任双螺旋”分析框架,系统解析社交电商意见领袖的传播机制演化路径。研究发现:KOL-KOC的演化本质是传播节点从中心化垄断向分布式协作的转移,表现为“专业权威→情感信任→圈层渗透”三阶段路径;消费者对KOL的信任侧重于能力与魅力,而对KOC的信任更依赖善意与诚实,二者构成社交电商信任生态的双螺旋结构。本研究通过计算传播分析与社会网络建模,揭示中小跨境电商企业依托KOC动态能力迭代提升绩效的内在机制,为平台优化意见领袖治理、企业制定分层传播策略提供理论依据。The rapid development of social e-commerce has spurred the evolution of opinion leaders from KOL to KOC, becoming the core driving force for reconstructing the consumer communication ecosystem. This article is based on the theory of network agenda setting and dynamic capability theory, and constructs a “gradient agenda network trust double helix” analysis framework to systematically analyze the evolution path of the dissemination mechanism of opinion leaders in social e-commerce. Research has found that the evolution essence of KOL-KOC is the transfer of communication nodes from centralized monopoly to distributed collaboration, manifested as a three-stage path of “professional authority → emotional trust → circle penetration”;Consumers’ trust in KOL focuses on their abilities and charm, while their trust in KOC relies more on goodwill and honesty, forming a double helix structure of social e-commerce trust ecology. This study reveals the internal mechanism of small and medium-sized cross-border e-commerce enterprises relying on KOC dynamic capabilities to iteratively improve performance through computational communication analysis and social network modeling, providing theoretical basis for platform optimization of opinion leader governance and enterprise development of hierarchical communication strategies.展开更多
KOL种草广告是近年来互联网平台出现的一种广告新形式。相较于传统的商业广告,KOL种草广告因具有较强的人身属性、拥有圈层化的受众以及去中心化的传播方式等特点,更容易获得消费者的信任。但KOL种草广告在发展过程中出现的虚假宣传行...KOL种草广告是近年来互联网平台出现的一种广告新形式。相较于传统的商业广告,KOL种草广告因具有较强的人身属性、拥有圈层化的受众以及去中心化的传播方式等特点,更容易获得消费者的信任。但KOL种草广告在发展过程中出现的虚假宣传行为却扰乱了正常的市场秩序,也侵害了普通消费者的合法权益。实践中执法部门对KOL种草广告中虚假宣传与虚假广告的认定存在口径不一的情况。KOL在种草广告中的主体定位不同,相应的法律规则也有所不同。未来立法部门、执法部门、互联网平台和KOL及相关行业都应当明确各自定位并切实履行相应的责任,进一步规范KOL种草广告,使其依法有序发展。KOL recommend advertising is a new form of advertising appearing on the Internet platform in recent years. Compared with traditional commercial advertisements, KOL recommend advertisements are easier to gain the trust of consumers because of their strong personal attributes, hierarchical audiences and decentralized communication characteristics. However, the false propaganda behavior in the development process of KOL recommend advertising has disturbed the normal market order, and also infringed on the legitimate rights and interests of ordinary consumers. In practice, law enforcement departments have different opinions on false propaganda and false advertisement in the KOL recommend advertisement. The main position of KOL in recommend advertisement is different, and the corresponding legal rules are also different. In the future, the legislative, executive, internet platform, KOL and related industries should clarify their respective roles and fulfill their respective responsibilities in an orderly manner, further standardizing the influencer endorsement advertising to ensure its legal and orderly development.展开更多
文章研究了在存量竞争时代下,母婴电商KOL营销模式从流量收割转向信任资产沉淀的转型过程。文章基于两级传播理论和顾客资产理论,构建了KOL信任节点转化分析框架,并结合母婴电商市场发展现状,提出了“信任节点–情感共鸣–资产沉淀”的...文章研究了在存量竞争时代下,母婴电商KOL营销模式从流量收割转向信任资产沉淀的转型过程。文章基于两级传播理论和顾客资产理论,构建了KOL信任节点转化分析框架,并结合母婴电商市场发展现状,提出了“信任节点–情感共鸣–资产沉淀”的螺旋演进机制,总结了KOL营销范式转型的三条实践路径。文章对母婴电商企业制定KOL营销策略具有重要的指导意义。This paper investigates the KOL marketing paradigm shift in maternal and child e-commerce in the era of stock competition, shifting from traffic exploitation to trust asset cultivation. Based on the Two-Step Flow Theory and Customer Equity Theory, the study constructs an analytical framework for KOL trust node conversion. By integrating the developmental context of the maternal and child e-commerce market, the paper proposes a “Trust Node-Emotional Resonance-Asset Cultivation” spiral evolution mechanism and summarizes three practical pathways for KOL marketing paradigm shift. The research provides significant guidance for maternal and child e-commerce enterprises in formulating KOL marketing strategies.展开更多
当前,关键意见领袖(Key Opinion Leader,简称KOL)于多个领域内发挥着重要作用,因此深入探究KOL的劳动性质具有重大意义。基于马克思关于生产性劳动的经典定义,从资本主义生产方式下的生产过程、资本流通以及服务角度来审视可知,KOL的劳...当前,关键意见领袖(Key Opinion Leader,简称KOL)于多个领域内发挥着重要作用,因此深入探究KOL的劳动性质具有重大意义。基于马克思关于生产性劳动的经典定义,从资本主义生产方式下的生产过程、资本流通以及服务角度来审视可知,KOL的劳动不属于生产性劳动。此外,鉴于KOL劳动可能产生负面影响,相关部门和企业应积极采取措施,合理引导并规范KOL的活动范畴,扬长避短,以确保生产性劳动与KOL等非生产性劳动之间维持合理比例,从而维护经济的持续健康发展。Currently, key opinion leaders (KOLs) occupy a pivotal position across various domains, necessitating a profound examination of the essence of their labor. Drawing upon Marx’s seminal distinctions of productive labor, and from the process of production, circulation of capital and services within the capitalist mode of production, it becomes evident that KOLs’ labor could not be qualified as productive labor. Furthermore, given the potential for KOLs’ labor to exert negative influences, it is imperative for government sectors and enterprises to proactively adopt measures aimed at appropriately guiding and regulating the activities of KOLs. To ensure a judicious equilibrium between productive and unproductive labor, it necessitates harnessing KOLs’ strengths while mitigating their weaknesses, thereby safeguarding the sustained and robust development of the economy.展开更多
文摘作为国内社交电商的典型平台,小红书KOL种草的消费模式为电商场域注入了新的活力。本研究聚焦小红书平台,基于消费者行为路径理论探讨KOL种草行为对电商行业当中消费者消费路径的影响。通过梳理小红书平台KOL种草发展现状,从“认知、兴趣、评估、购买、忠诚”五个阶段分析KOL在小红书的作用、影响力,现存问题及营销优化策略,旨在为电商平台及品牌提供针对性建议,助力其更好利用KOL资源引导消费者行为,提升市场竞争力,推动社交电商行业的健康发展。As a typical platform for social e-commerce in China, the consumption model of KOL influencers on Xiaohongshu has injected new vitality into the e-commerce field. This study focuses on the Xiaohongshu platform and explores the impact of KOL influencers’ influencing behavior on consumers’ consumption paths in the e-commerce industry based on the theory of consumer behavior paths. By analyzing the development status of KOL influencers on the Xiaohongshu platform from the five stages of “cognition, interest, evaluation, purchase, and loyalty”, the role, influence, existing problems, and marketing optimization strategies of KOL influencers on Xiaohongshu are examined. The goal is to provide targeted recommendations for e-commerce platforms and brands to better utilize KOL resources to guide consumer behavior, enhance market competitiveness, and promote the healthy development of the social e-commerce industry.
文摘社交电商的快速发展催生了意见领袖形态从KOL (Key Opinion Leader关键意见领袖)向KOC (Key Opinion Consumer关键意见消费者)的演化,成为重构消费传播生态的核心动力。本文基于网络议程设置理论与动态能力理论,构建“梯度议程网络–信任双螺旋”分析框架,系统解析社交电商意见领袖的传播机制演化路径。研究发现:KOL-KOC的演化本质是传播节点从中心化垄断向分布式协作的转移,表现为“专业权威→情感信任→圈层渗透”三阶段路径;消费者对KOL的信任侧重于能力与魅力,而对KOC的信任更依赖善意与诚实,二者构成社交电商信任生态的双螺旋结构。本研究通过计算传播分析与社会网络建模,揭示中小跨境电商企业依托KOC动态能力迭代提升绩效的内在机制,为平台优化意见领袖治理、企业制定分层传播策略提供理论依据。The rapid development of social e-commerce has spurred the evolution of opinion leaders from KOL to KOC, becoming the core driving force for reconstructing the consumer communication ecosystem. This article is based on the theory of network agenda setting and dynamic capability theory, and constructs a “gradient agenda network trust double helix” analysis framework to systematically analyze the evolution path of the dissemination mechanism of opinion leaders in social e-commerce. Research has found that the evolution essence of KOL-KOC is the transfer of communication nodes from centralized monopoly to distributed collaboration, manifested as a three-stage path of “professional authority → emotional trust → circle penetration”;Consumers’ trust in KOL focuses on their abilities and charm, while their trust in KOC relies more on goodwill and honesty, forming a double helix structure of social e-commerce trust ecology. This study reveals the internal mechanism of small and medium-sized cross-border e-commerce enterprises relying on KOC dynamic capabilities to iteratively improve performance through computational communication analysis and social network modeling, providing theoretical basis for platform optimization of opinion leader governance and enterprise development of hierarchical communication strategies.
文摘KOL种草广告是近年来互联网平台出现的一种广告新形式。相较于传统的商业广告,KOL种草广告因具有较强的人身属性、拥有圈层化的受众以及去中心化的传播方式等特点,更容易获得消费者的信任。但KOL种草广告在发展过程中出现的虚假宣传行为却扰乱了正常的市场秩序,也侵害了普通消费者的合法权益。实践中执法部门对KOL种草广告中虚假宣传与虚假广告的认定存在口径不一的情况。KOL在种草广告中的主体定位不同,相应的法律规则也有所不同。未来立法部门、执法部门、互联网平台和KOL及相关行业都应当明确各自定位并切实履行相应的责任,进一步规范KOL种草广告,使其依法有序发展。KOL recommend advertising is a new form of advertising appearing on the Internet platform in recent years. Compared with traditional commercial advertisements, KOL recommend advertisements are easier to gain the trust of consumers because of their strong personal attributes, hierarchical audiences and decentralized communication characteristics. However, the false propaganda behavior in the development process of KOL recommend advertising has disturbed the normal market order, and also infringed on the legitimate rights and interests of ordinary consumers. In practice, law enforcement departments have different opinions on false propaganda and false advertisement in the KOL recommend advertisement. The main position of KOL in recommend advertisement is different, and the corresponding legal rules are also different. In the future, the legislative, executive, internet platform, KOL and related industries should clarify their respective roles and fulfill their respective responsibilities in an orderly manner, further standardizing the influencer endorsement advertising to ensure its legal and orderly development.
文摘文章研究了在存量竞争时代下,母婴电商KOL营销模式从流量收割转向信任资产沉淀的转型过程。文章基于两级传播理论和顾客资产理论,构建了KOL信任节点转化分析框架,并结合母婴电商市场发展现状,提出了“信任节点–情感共鸣–资产沉淀”的螺旋演进机制,总结了KOL营销范式转型的三条实践路径。文章对母婴电商企业制定KOL营销策略具有重要的指导意义。This paper investigates the KOL marketing paradigm shift in maternal and child e-commerce in the era of stock competition, shifting from traffic exploitation to trust asset cultivation. Based on the Two-Step Flow Theory and Customer Equity Theory, the study constructs an analytical framework for KOL trust node conversion. By integrating the developmental context of the maternal and child e-commerce market, the paper proposes a “Trust Node-Emotional Resonance-Asset Cultivation” spiral evolution mechanism and summarizes three practical pathways for KOL marketing paradigm shift. The research provides significant guidance for maternal and child e-commerce enterprises in formulating KOL marketing strategies.
文摘当前,关键意见领袖(Key Opinion Leader,简称KOL)于多个领域内发挥着重要作用,因此深入探究KOL的劳动性质具有重大意义。基于马克思关于生产性劳动的经典定义,从资本主义生产方式下的生产过程、资本流通以及服务角度来审视可知,KOL的劳动不属于生产性劳动。此外,鉴于KOL劳动可能产生负面影响,相关部门和企业应积极采取措施,合理引导并规范KOL的活动范畴,扬长避短,以确保生产性劳动与KOL等非生产性劳动之间维持合理比例,从而维护经济的持续健康发展。Currently, key opinion leaders (KOLs) occupy a pivotal position across various domains, necessitating a profound examination of the essence of their labor. Drawing upon Marx’s seminal distinctions of productive labor, and from the process of production, circulation of capital and services within the capitalist mode of production, it becomes evident that KOLs’ labor could not be qualified as productive labor. Furthermore, given the potential for KOLs’ labor to exert negative influences, it is imperative for government sectors and enterprises to proactively adopt measures aimed at appropriately guiding and regulating the activities of KOLs. To ensure a judicious equilibrium between productive and unproductive labor, it necessitates harnessing KOLs’ strengths while mitigating their weaknesses, thereby safeguarding the sustained and robust development of the economy.
