社交媒体在农产品电商中的社群构建与消费者行为影响研究

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中图分类号：F323 文献标志码：A 文章编号：2096-9902（2025）22-0006-06

Abstract：UndertheRuralRevitalizationStrategy，socialmediaisreshapingthemarketlandscapeinthefieldofagricultural productse-commerce.Thestudyselectsthreemajorsocialplatforms，WeChat，DouyinandXiaohongshu，assamples，andusesa hybridresearchmethodtodeeplyexploretheirroleincommunityformationandthetransformationofconsumerbehavior. ResearchshowsthatWeChathassignificantlyoptimizedusersrepurchaserateswithitsstrongrelationshipnetwork，andDouyin quicklypromotes the consumption decision-makingprocessthrough Short videosandlivestreaming models.Xiaohongshurelieson user-generatedcontent（UGC）tostrengthenbrandtrustandstabilizeuserstickiness.A"Plafrm-Content-Crowd"threedimensionaladaptationmodelhasbeencreatedtoexplainthematchingrulesbetweenthecharacteristicsofeachplatformandthe typesofagriculturalproducts，therebyprovidingtheoreticalsupportandpracticaloperationalguidanceforthepreciseoperation and sustainable development of agricultural products e-commerce business.

Keywords：rural revitalization；social media;agricultural productse-commerce;communitybuilding;consumerbeha

社交媒体的广泛使用给农产品电子商务带来了新的营销渠道和社群经营框架，在消费者信任缺乏、产品标准化需求增强的环境下，微信、抖音、小红书等平台凭借强关系传播特性、短视频内容革新以及用户生成内容（UGC），重新塑造了消费行为方式。（剩余7292字）