Author(s)

Chen Chen

Affiliation(s)

School of Mathematics and Statistics, Guangxi Normal University, Guilin 541006, Guangxi, China.

Corresponding Author

Chen Chen

ABSTRACT

With the rise of the Internet and e-commerce, social platforms have integrated e-commerce into their ecosystems, giving rise to the "planting grass" culture. This paper examines the grass planting behavior of young users across different platforms. We conducted a literature review, designed a study using unequal probability three-stage sampling, and distributed 425 questionnaires, receiving 314 valid responses. Data was analyzed using descriptive statistics, cluster analysis, and a random forest model. Findings show that Little Red Book emphasizes practicality and authenticity but has inconsistencies between grass planting and purchasing. Tik Tok focuses on convenience and accuracy, with high consistency between planting and purchasing. Bilibili highlights professionalism, but users exhibit low purchasing frequency. Weibo users show inconsistent behavior and low usage frequency. Recommendations include enhancing consistency between planting and buying for Little Red Book, adopting user-specific strategies for Tik Tok, improving UP management for Bilibili, and diversifying methods for Weibo. Each platform has unique strengths and weaknesses. Long-term strategies and market research are essential for platforms to meet user needs and achieve rapid development.

KEYWORDS

Grass platform; Unequal probability three-stage sampling; Random forest model; Cluster analysis

CITE THIS PAPER

Chen Chen. Analysis of grass-roots behavior among young groups. Trends in Social Sciences and Humanities Research. 2024, 2(4): 22-27. DOI: 10.61784/tsshr3006.

REFERENCES

[1] China Internet Network Information Center. The 50th Statistical Report on Internet Development in China. (2022-08-31) [2022-09-20]. Available at: http://cnnic.cn/n4/2022/0914/c88-10226.html.

[2] Clay Shirky. Cognitive Surplus. Translated by Hu Yong and Haliss. Beijing: Renmin University of China Press, 2011: 204.

[3] Du Kangyi, Zhao Hongshan. Grass-Roots Marketing of Xiaohongshu App. National Circulation Economy, 2019(22): 34.

[4] Jiang Jianguo, Chen Xiaoyu. Network "planting grass": social marketing, consumption induction and aesthetic fatigue. Learning and Practice, 2019(12): 125131.

[5] Fu Donghan, Hu Li. A brief discussion on the phenomenon and development trends of mobile Internet grass planting marketing. Communication and Copyright, 2020(08): 142-144.

[6] Wei Jiaxiao, Liang Yingtao. Research on content optimization strategy of short video platform KOL "planting grass". Audiovisual World, 2021(05): 59-61.

[7] Nie Luli. Research on the content optimization strategy of social platform KOL "planting grass". News Frontier, 2022(13): 73-74.

[8] Li Zhongmei, Huang Min. Research on countermeasures of "planting grass" content marketing in the context of new media—taking Xiaohongshu as an example. Shopping Mall Modernization, 2022(21): 13.

[9] Liu Siyu. Research on women's impulse buying intention under social marketing. Xiamen University, 2020.

[10] Wang Shixin. "Planting grass"/"pulling grass": Research on fan consumption behavior in the context of social media. Henan University, 2020.

[11] Sun Yan. Research on the "grass planting" behavior of Xiaohongshu users from the perspective of participatory culture. Dongbei University of Finance and Economics, 2022.

[12] Fang Xuelan. Research on the "grass planting" landscape of the Internet from the perspective of consumerism. Zhejiang Gongshang University, 2022.

[13] Deng Sha. Research on the impact of KOL's "grass planting" on users' purchase intention. Yantai University, 2022.

[14] Hong Yu. A brief analysis of the "grass-planting economy" in the era of self-media. Audiovisual, 2020(02): 169-170.

[15] Lei Jinghui. Research on trust construction based on "grass planting" sharing in virtual sharing communities. Shenzhen University, 2020.

[16] Li Jiawen. A brief analysis of the culture of "planting grass" in the context of the Internet - Taking Xiaohongshu as an example. Sound Screen World, 2022(21): 117-119.