[目的/意义] 随着互联网和信息技术的发展，越来越多的社会化媒体开始构建“社区＋电商”的新型商业模式，本文旨在探索内容型社区中用户知识共享对其购买行为的影响，从而为提高社区内用户的购买行为提供管理对策。[方法/过程] 以“小红书”为例，分析其内部运行机制，基于Szulanski的知识转移模型，构建“小红书”中知识共享过程对消费者购买行为的影响因素模型，并以“小红书”的用户为调查对象，通过问卷调查的数据进行实证分析。[结果/结论] 在社会化媒体中，可以把用户之间的知识共享分成知识的产生、交互、整合及反馈等4个阶段，其中用户互动、感知风险和接受者的专业能力对其购买行为有积极影响；知识共享过程通过知识共享内容和程度的中介作用进一步影响用户购买意愿，其中知识共享内容对其影响较大，这也表明在社会化媒体运营中，丰富和提高社区内容、加强用户互动和降低用户的感知风险是增强用户购买行为的关键。

[Purpose/significance] With the development of internet and information technology, more and more social media have been begun to build a new business model of “community + e-commerce”. This paper aims to explore the user knowledge sharing on their consumer behavior in the content community, so as to provide a management strategy for improving the purchasing behavior of users in the community. [Method/process] This article took “Little Red Book” as an example to analyze its internal operation mechanism, and based on Szulanski’s knowledge transfer model, built the influencing factor model of the knowledge sharing process on consumer purchase behavior in the “Little Red Book”. Finally, it took the users of the “Little Red Book” as the survey object, through the data of the questionnaire survey for empirical analysis. [Result/conclusion] In social media, knowledge sharing among users can be divided into four stages: knowledge generation, interaction, integration and feedback, in which user interaction, perceived risk and the professional ability of the recipient have positive impacts on their purchase behavior; The knowledge sharing process further influences the users’ willingness to purchase through the intermediary role of knowledge sharing content and degree, and the knowledge sharing content has a greater impact on it, which also indicates that in social media operations, enriching and improving community content and strengthen users, enhancing user interaction and reducing the perceived risk of users are the key to promoting user purchases.