Factors exploration Towards Product Selection of Chinese Consumer on the Online Platform

This research aims to explain the factors that influence consumer purchases on the Xiaohongshu platform, a popular social commerce platform in China. The study encompasses various aspects of this subject, including a basic platform overview, an exploration of consumer characteristics, a comprehensive analysis of influencing factors, and the final impact of these factors on the purchasing behavior of Xiaohongshu users. This research endeavors to contribute to the understanding of consumer behavior on Xiaohongshu, with a specific focus on how various factors shape purchasing decisions. The resulting knowledge and guidelines will be invaluable for Thai businesses aiming to establish a foothold and thrive in the dynamic and rapidly growing market of Xiaohongshu.