A Study on the Effect of Social Interaction Mode of Xiaohongshu on Consumption Stickiness of Generation Z— An Empirical Analysis Based on SOR Model and Social Presence Theory

In the era of digital economy and social e-commerce, Xiaohongshu has become one of the most influential lifestyle sharing and consumption decision platforms for Generation Z. Based on the Stimulus-Organism-Response (SOR) model and social presence theory, this study aims to explore how social interaction modes of Xiaohongshu affect the consumption stickiness of Generation Z. A questionnaire survey was conducted among local young consumers, and 304 valid samples were collected. SPSS 22.0 was used to conduct reliability and validity analysis, correlation analysis, multiple linear regression and mediating effect test. The empirical results show that: (1) Content factors, social interaction, KOL marketing and platform interface design of Xiaohongshu all have significant positive impacts on user experience; (2) User experience plays a significant mediating role between platform factors and consumption stickiness; (3) Social presence significantly enhances the transmission path from social interaction to consumption stickiness; (4) Content authenticity, local community interaction and influencer trust are the key driving forces for improving user stickiness. This study enriches the theoretical system of social e-commerce user stickiness, expands the application scenarios of SOR model and social presence theory, and provides practical implications for platform operation optimization and brand precision marketing targeting Generation Z groups.