2020年底，抖音等社会化电商平台在全网刮起了一股“云吸宠”风潮，萌宠相关话题持续霸榜热门。在这股风潮的刺激下，抖音等社会化电商平台宠物用品市场实现了高速增长。对于行业从业人员和研究人员而言，抖音等社会化电商平台正在成为宠物用品线上市场一个重要的新增长点，如何抓住社会化电商平台的消费者，享受到平台发展红利，成为一门必修课。 本研究从微观视角切入，聚焦于商品层面社会化电商情境下宠物用品消费者购买决策影响因素的分析，重点研究社会化特性、口碑分享者特征、商家特征、商品特征、营销刺激特征等五大构面主要因素对宠物用品消费者购买决策的影响。 通过总结和归纳前人研究成果，结合社会化电商和宠物用品消费者特性，本研究以SOR模型为研究框架，以感知价值理论为中介机制，以购买意愿为因变量完成核心概念模型设计。其中，选取社会化特性、口碑分享者特征、商品特征、商家特征以及营销刺激特征等五大构面作为自变量，并做出17个相关假设。并结合经典量表及情境特点完成问卷设计，通过线上发放和回收了448份有效问卷，利用SPSS27.0和AMOS24.0完成信度、效度以及对结构方程模型的假设检验，得到以下结论：①口碑分享者特征、商品特征、营销刺激特征对感知利益存在正向影响，其它自变量均与感知利益无显著相关性；商家特征负向影响感知风险，其它变量与感知风险均不存在显著相关性；社会化特性、口碑分享者特征、营销刺激特征以及感知利益均正向影响购买意愿，而商品特征、商家特征以及感知风险则与购买意愿的相关性不显著。②感知利益在口碑分享者特征和商品特征对消费者购买意愿的影响过程中起到显著中介作用。③营销刺激特征的影响力最大，其次是感知利益，影响力最小的是商品特征。 基于以上结论，本研究对平台经营者提供以下优化建议：①搭建有机自运行的垂类达人孵化生态，持续提升优质口碑分享者的数量和质量；②多维度帮助商家增强营销能力，持续提升商家营销投入的意愿；③构建多维度标签认证体系，增强用户感知利益。对零售商家提供以下运营建议：①建立达人合作全周期评价体系，持续提升口碑运营及传播活动投入产出；②持续提升营销策划能力；③合理策划营销活动节奏，避免过度营销和虚假宣传，营造良好口碑和形象。

At the end of 2020, Douyin and other social e-commerce platforms have created a wave of "cloud pet attraction" across the Internet, and topics related to cute pets continue to dominate the list. Stimulated by this trend, the pet products market on social e-commerce platforms such as Douyin has achieved rapid growth. For industry practitioners and researchers, social e-commerce platforms such as Douyin are becoming an important new growth point in the online market for pet products. How to capture the consumers of social e-commerce platforms and enjoy the dividends of platform development, become a compulsory course.This study starts from a micro perspective, focusing on the analysis of the influencing factors of pet product consumers‘ purchase decisions under the context of social e-commerce at the commodity level, focusing on the five major characteristics of socialization characteristics, word-of-mouth sharer characteristics, merchant characteristics, product characteristics, and marketing stimulus characteristics. The impact of facet main factors on the purchase decision of pet product consumers.By summarizing and summarizing previous research results, combined with the characteristics of social e-commerce and pet product consumers, this study uses the SOR model as the research framework, uses the perceived value theory as the intermediary mechanism, and completes the core concept model design with purchase intention as the dependent variable. Among them, five facets including social characteristics, word-of-mouth sharer characteristics, product characteristics, merchant characteristics and marketing stimulus characteristics are selected as independent variables, and 17 related assumptions are made. Combined with the classical scale and situational characteristics, the questionnaire design was completed, 448 valid questionnaires were distributed and recovered online, and the reliability, validity, and hypothesis testing of the structural equation model were completed using SPSS27.0 and AMOS24.0, and the following conclusions were obtained : ①The characteristics of word-of-mouth sharers, product characteristics, and marketing stimulus characteristics have a positive impact on perceived benefits, and other independent variables have no significant correlation with perceived benefits; business characteristics have a negative impact on perceived risk, and there is no significant correlation between other variables and perceived risk Correlation; social characteristics, word-of-mouth sharer characteristics, marketing stimulus characteristics and perceived benefits all positively affect purchase intention, while product characteristics, merchant characteristics and perceived risk have no significant correlation with purchase intention. ②Perceived benefits play a significant mediating role in the influence of word-of-mouth sharer characteristics and product characteristics on consumers‘ purchase intentions. ③ Marketing stimulus features have the greatest influence, followed by perceived benefits, and commodity features have the least influence.Based on the above conclusions, this study provides the following optimization suggestions for platform operators: ①Build an organic and self-operating ecosystem of vertical talent incubation, and continuously improve the quantity and quality of high-quality word-of-mouth sharers; ②Multi-dimensional help merchants enhance their marketing capabilities and continuously improve The willingness of merchants to invest in marketing; ③ Build a multi-dimensional label certification system to enhance users‘ perceived benefits. Provide the following operational suggestions for retailers: ①Establish a full-cycle evaluation system for talent cooperation, and continuously improve the input and output of word-of-mouth operations and communication activities; ②Continuously improve marketing planning capabilities ; ③Reasonably plan the rhythm of marketing activities, avoid excessive marketing and false publicity, and create a good reputation and image.