Journal of Asian Pacific Communication - Online First

University students’ consumption plays a leading role in the level of social consumption. Taking Xiaohongshu, also called RED, meaning “little red book”, a popular social media in China, as a case, this paper scrutinizes the consumption characteristics of Chinese university students. To serve that purpose, a survey was administered in a university located at a second-tier city of China (n = 531). This paper mainly investigates whether contemporary university students have over-consumption behavior under the impact of social media and the factors and preferences that worry them in the consumption process, such as the senior style of bloggers, the type of recommended products, and so on. The result shows that product type, degree of trust, interactivity, quality of blog posts and videos, and consumption intention all have a positive and significant impact on students’ consumption behavior.