The role of XiaoHongShu in shaping the purchase behaviour of young adults in Malaysia
XiaoHongShu (XHS), a social media platform merging e-commerce and user-generated content (UGC), has become a significant influence on young adult purchasing behavior in Malaysia. This research aims to study the role of XiaohongShu’s features influencing the purchasing decisions of young adults; the...
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| Format: | Final Year Project / Dissertation / Thesis |
| Published: |
2024
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| Online Access: | http://eprints.utar.edu.my/6425/ http://eprints.utar.edu.my/6425/1/The_role_of_XiaoHongShu_in_shaping_the_purchase_behaviour_of_Young_Adults.pdf |
| _version_ | 1848886675432800256 |
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| author | Dang, Dai Ven |
| author_facet | Dang, Dai Ven |
| author_sort | Dang, Dai Ven |
| building | UTAR Institutional Repository |
| collection | Online Access |
| description | XiaoHongShu (XHS), a social media platform merging e-commerce and user-generated content (UGC), has become a significant influence on young adult purchasing behavior in Malaysia. This research aims to study the role of XiaohongShu’s features influencing the purchasing decisions of young adults; the impact of XiaoHongShu on the
purchase decision of young adults;evaluate the impact of user-generated content (UGC) on young adults' purchasing decision.The quantitative research method was adopted to collect data from samples. A total of 200 Malaysians aged 18-26 participated in the research. The results indicate that the majority of young adults purchase decision are influenced by XiaoHongShu and User Generated Content (UGC).The results of this study aligns with previous studies in this context.By examining how XiaoHongShu and User Generated Content (UGC) influence the purchase decision of young adult, the research offers valuable insights for Malaysian businesses seeking to leverage XHS for marketing purposes and for young adults navigating the platform's influence. |
| first_indexed | 2025-11-15T19:42:16Z |
| format | Final Year Project / Dissertation / Thesis |
| id | utar-6425 |
| institution | Universiti Tunku Abdul Rahman |
| institution_category | Local University |
| last_indexed | 2025-11-15T19:42:16Z |
| publishDate | 2024 |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | utar-64252024-06-19T02:30:01Z The role of XiaoHongShu in shaping the purchase behaviour of young adults in Malaysia Dang, Dai Ven H Social Sciences (General) QA76 Computer software XiaoHongShu (XHS), a social media platform merging e-commerce and user-generated content (UGC), has become a significant influence on young adult purchasing behavior in Malaysia. This research aims to study the role of XiaohongShu’s features influencing the purchasing decisions of young adults; the impact of XiaoHongShu on the purchase decision of young adults;evaluate the impact of user-generated content (UGC) on young adults' purchasing decision.The quantitative research method was adopted to collect data from samples. A total of 200 Malaysians aged 18-26 participated in the research. The results indicate that the majority of young adults purchase decision are influenced by XiaoHongShu and User Generated Content (UGC).The results of this study aligns with previous studies in this context.By examining how XiaoHongShu and User Generated Content (UGC) influence the purchase decision of young adult, the research offers valuable insights for Malaysian businesses seeking to leverage XHS for marketing purposes and for young adults navigating the platform's influence. 2024 Final Year Project / Dissertation / Thesis NonPeerReviewed application/pdf http://eprints.utar.edu.my/6425/1/The_role_of_XiaoHongShu_in_shaping_the_purchase_behaviour_of_Young_Adults.pdf Dang, Dai Ven (2024) The role of XiaoHongShu in shaping the purchase behaviour of young adults in Malaysia. Final Year Project, UTAR. http://eprints.utar.edu.my/6425/ |
| spellingShingle | H Social Sciences (General) QA76 Computer software Dang, Dai Ven The role of XiaoHongShu in shaping the purchase behaviour of young adults in Malaysia |
| title | The role of XiaoHongShu in shaping the purchase behaviour of young adults in Malaysia |
| title_full | The role of XiaoHongShu in shaping the purchase behaviour of young adults in Malaysia |
| title_fullStr | The role of XiaoHongShu in shaping the purchase behaviour of young adults in Malaysia |
| title_full_unstemmed | The role of XiaoHongShu in shaping the purchase behaviour of young adults in Malaysia |
| title_short | The role of XiaoHongShu in shaping the purchase behaviour of young adults in Malaysia |
| title_sort | role of xiaohongshu in shaping the purchase behaviour of young adults in malaysia |
| topic | H Social Sciences (General) QA76 Computer software |
| url | http://eprints.utar.edu.my/6425/ http://eprints.utar.edu.my/6425/1/The_role_of_XiaoHongShu_in_shaping_the_purchase_behaviour_of_Young_Adults.pdf |