The Impact of the Credibility of Recommendation Content on Generation Z’s Post-Purchase Behavior on Xiaohongshu: Based on the S-O-R Framework

DOI

10.2991/978-94-6239-825-2_15How to use a DOI?

Keywords

Xiaohongshu; credibility of product recommendation content; purchase avoidance conflict; post-purchase relationship behavior; Generation Z

Abstract

Based on the S-O-R framework, this study examines how perceived credibility of product recommendation content relates to purchase approach-avoidance conflict and post-purchase relationship maintenance among 414 Gen Z users on Xiaohongshu. Perceived credibility significantly predicted stronger purchase approach-avoidance conflict. Dimension-specific analyses showed that conflict did not significantly predict purchase abandonment, purchase persistence, or post-purchase evaluation, but significantly reduced repurchase intention (β = -0.147, p = 0.003) and trust restoration intention (β = -0.146, p = 0.003) after false-discovery-rate adjustment. The bootstrap indirect effect of perceived credibility through conflict was not significant at the 95% confidence level; therefore, the mediation hypothesis was not supported under conventional significance criteria. A supplementary analysis using a composite purchase-response index found a negative association with critical information evaluation, but this result is treated as exploratory because the index combines conceptually distinct response dimensions. The findings suggest that credible recommendation content may coexist with unresolved risk concerns and may not translate into stable consumer relationships. Platforms and brands should strengthen commercial labeling, risk disclosure, and after-sales transparency.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Keqi Zhang
AU  - Xiaoman Yang
AU  - Haoyu Liu
AU  - Zheyue Sun
PY  - 2026
DA  - 2026/11/10
TI  - The Impact of the Credibility of Recommendation Content on Generation Z’s Post-Purchase Behavior on Xiaohongshu: Based on the S-O-R Framework
BT  - Proceedings of the 2026 5th International Conference on Public Service, Economic Management and Sustainable Development (PESD 2026)
PB  - Atlantis Press
SP  - 150
EP  - 159
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6239-825-2_15
DO  - 10.2991/978-94-6239-825-2_15
ID  - Zhang2026
ER  -