The Impact of Digital Identity on Consumer Behaviour among Youth Subculture Users on Xiaohongshu

Abstract

With the rapid development of digital media, the construction of our individual identity has gradually expanded from physical space to virtual world, forming the so-called digital identity. Based on the theory of social identity, this study focuses on the users of the Little Red Tree Blind Box Community to explore the influence of digital identity on consumer behavior. Data were collected by online questionnaire and analyzed by SPSS. Reliability analysis, factor analysis, correlation analysis and regression analysis were used. The results show that digital identity has a significant positive impact on consumers’ paying more fees and participation. It also affects a wider range of behaviors, such as purchase intention and community interaction. These findings show that on the digital platform, consumer behavior is not only an economic activity, but also an important way for individuals to express their identity. This study enriches the application of social identity theory in the context of digital consumption, and provides practical insights for platform management and brand marketing.