拉布布消费者购买动机与行为研究

本文以小红书平台下拉布布消费者为研究对象，旨在探究其购买动机与行为特征。研究发现，拉布布消费者以 18-35 岁年轻女性为主，其购买动机涵盖社交、尊重、自我实现等需求层次，同时受情感驱动和信息影响；购买行为在决策过程、时间频率、渠道支付等方面呈现特定规律。基于此，本文提出产品创新、精准内容推送、价格策略及会员制度等营销策略建议，为泡泡玛特、小红书平台及相关企业提供参考，丰富了社交电商与消费者行为理论体系。This study examines consumers of Labubu products on the ‌rednote‌ platform, investigating their purchasing motivations and behavioral characteristics. Findings reveal that Labubu consumers predominantly comprise young women aged 18-35, whose purchasing motivations encompass social, esteem, and self-actualization needs, while being influenced by emotional drivers and information exposure. Their purchasing behaviour exhibits distinct patterns in decision-making processes, temporal frequency, and channel-specific payment methods. Based on these findings, the paper proposes marketing strategies including product innovation, targeted content delivery, pricing tactics, and membership schemes. These recommendations serve as a reference for companies like Pop Mart, the ‌rednote‌ platform, and related enterprises, while enriching the theoretical frameworks of social commerce and consumer behaviour.