Influence on Xiaohongshu marketing strategy derived from content sharing

内容分享对小红书营销策略的影响

Name: Shang Luwei

LCSH: Marketing strategy

LCSH: Consumer behavior

LCSH: Marketing -- Management -- Case studies

Abstract: Innovation and entrepreneurship are regarded as one of the core issues in economic and social development. Supported by dualism theory, resource-based theory, and entrepreneurial process theory, this paper constructs a research framework that includes the following elements: dual-source innovation behavior, entrepreneurial bricolage, environmental uncertainty, and business model innovation. This research framework helps to dissect the influence of different factors on the entrepreneurial and innovation process, thus providing an in-depth understanding and analysis. A theoretical model is established based on the four variables, study their interrelationships. Through distributing survey questionnaires, empirical analysis was conducted on the collected data samples. The research findings of this paper present several discoveries: 1) Dual-source innovation behavior positively affects the business model. 2) Entrepreneurial bricolage acts as a mediating variable, positively influencing the relationship between dual-source innovation behavior and business model innovation. 3) Environmental uncertainty exerts a positive moderating effect on the relationships among dual-source innovation behavior, business model innovation, and entrepreneurial bricolage. The research results suggest that entrepreneurs can enhance their business model innovation capabilities by relying on dual-source innovation behaviors, and how to undertake entrepreneurial bricolage in dynamic competition, offering practical considerations and recommendations for businesses.

Abstract: 创新创业被视作经济社会发展的核心问题之一。基于双元理论、资源基础 理论和创业过程理论的支持，本文构建了一个研究框架，其中包括以下要素： 双元创新行为、创业拼凑、环境不确定性、商业模式创新这个研究框架有助于 解析不同因素对创业和创新过程的影响，从而提供了深入的理解和分析。建立 了四个量为基础，研究四者关系的理论模型。 通过发放调查问卷，对获取的数据样本进行实证分析。本文研究结果呈现 了以下几点发现：1）双元创新行为正向影响商业模式。2）创业拼凑作为中介 变量正向影响双元创新行为与商业模式创新。3）环境不确定性对双元创新行为 、商业模式创新和创业拼凑的关系产生了正向调节作用。 研究结果指出，创业者可以通过依托双元创新行来提升商业模式创新能力 ，如何在动态竞争中进行创业拼凑，结合实际环境考量给企业提供一定参考和 建议。

Rangsit University. Rangsit University Library

Address: PATHUM THANI

Email: rattanapornn@rsu.ac.th

Name: Jin Maozhu

Role: Advisor

Created: 2023

Modified: 2568-08-07

Issued: 2025-08-07

วิทยานิพนธ์/Thesis

application/pdf

chi

DegreeName: Master of Business Administration

Level: Master's Degree

Descipline: Business Management

Grantor: Rangsit University

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