Research on the Impact of Social Platforms' Commercial Monetization Models on the Consumption Behavior of Different User Groups

Shengjie Li

doi:10.54254/2753-7048/2026.HT31715

Article Information

Received: 5 February 2026

Published: 10 February 2026

DOI: https://doi.org/10.54254/2753-7048/2026.HT31715

Article Type: Research Article

Cite this article

Li,S. (2026). Research on the Impact of Social Platforms' Commercial Monetization Models on the Consumption Behavior of Different User Groups. Lecture Notes in Education Psychology and Public Media,126,37-44.

Data availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

Disclaimer/Publisher's Note

The statements, opinions and data contained in all publications are solely those of the individual author(s) and contributor(s) and not of EWA Publishing and/or the editor(s). EWA Publishing and/or the editor(s) disclaim responsibility for any injury to people or property resulting from any ideas, methods, instructions or products referred to in the content.

About this Volume

Volume Title: LNEP Vol.126

Part of Series: Lecture Notes in Education Psychology and Public Media

ISSN: 2753-7048 (Print) / 2753-7056 (Online)

Copyright & License

[1]Chen, C. Y., & Pham, M. T. (2019). Affect regulation and consumer behavior. Consumer Psychology Review, 2, 114–144. https: //doi.org/10.1002/arcp.1050

[2]Duah, C. (2023). The influence of TikTok videos on consumer behaviour.

[3]Qin, L. (2025). Psychological mechanisms underlying the influence of others' presence on e-commerce consumers' decision-making: Implications for platform design. E-Commerce Letters, 14, 739.

[4]Ge, Q. W. (2025). A comparative study of marketing strategies on social commerce platforms: A case study of Douyin, Kuaishou, and Xiaohongshu. E-Commerce Letters, 14.

[5]Guan, S. (2025, July 2). Social media marketing statistics. Retrieved from https: //thunderbit.com/zh-Hans/blog/social-media-marketing-stats

[6]Ning, K.-X. (2024). Research on brand marketing strategies on the Xiaohongshu platform. In Proceedings of the 15th International Conference on E-business, Management and Economics.

[7]Soegoto, E. S., & Utomo, A. T. (2019). IOP Conference Series: Materials Science and Engineering, 662, 032040.

[8]Dai, J. (2024). How does social media affect people's consumer behavior in China? A quantitative model to reveal the relationships. Interdisciplinary Humanities and Communication Studies, n. pag.

[9]SocialBeta. (n.d.). Retrieved from https: //socialbeta.com/article/101398

[10]Li, Z. Y., & Zhang, H. (2025). An analysis of factors influencing consumers' purchase intention in agricultural product live-streaming e-commerce based on questionnaire survey data. Sustainable Development, 15(9), 1–9.

[11]Kong, H. R. (2024). The impact of interactivity on audience purchase decision-making on self-media platforms from a consumer psychology perspective. E-Commerce Letters, 13, 1630.