Examine Factors that Influence the Purchase Decision amongst Gen Z: A Case Study of Little Red Book

Social media has reshaped consumer behavior globally, with platforms like Little Red Book (Xiaohongshu) increasingly influencing purchase decisions. While Generation Z now wields growing economic power, relatively little is known about how Xiaohongshu shapes their buying habits within culturally diverse contexts like Malaysia. This study investigates Xiaohongshu’s impact on Malaysian Gen Z consumers by examining how its unique blend of user-generated content, social networking features, and algorithm-driven recommendations interact with cultural nuances and authenticity values. Drawing on the Theory of Reasoned Action and Social Learning Theory, the research employs a quantitative survey method targeting Malaysian Gen Z users of Xiaohongshu. Statistical analyses will identify key determinants—such as reference groups, electronic word-of-mouth, product benefits, security, and information credibility—and measure their effects on purchase decisions. Findings are expected to inform marketers, policymakers, and businesses seeking to engage Gen Z responsibly, ensuring both culturally sensitive strategies and ethical marketing practices.