Research on the Impact of Social Platforms' Commercial Monetization Models on the Consumption Behavior of Different User Groups

In the background of Digital economy, the social media platforms have changed the consumers' purchasing process of decision-making with the help of short- video content and live- streaming commerce. Based on major Chinese social media platforms as the research objects, study how psychological and social mechanisms such as emotional arousal, sensory stimulation, conformity effect, social trust influence consumers' behavior patterns across different platforms. The results show that different user groups consume algorithms in different ways and content and interaction forms on different platforms. Douyin highlights emotional contagion and interactive stimulation, Xiaohongshu reduces the sense of risk through authentic experience sharing, and WeChat Channels increase trust through expert endorsement and acquaintance social networks. Based on existing empirical studies and survey evidence, this study further verifies that perceived value has a positive impact on purchasing behavior, and perceived risk has an inhibitory effect. Also show the professional knowledge, the role of the interaction experience of the person with many views and the innovation of the product to the live-streaming commerce is very crucial. The findings of this paper help to gain a deeper understanding of the influence mechanisms of differentiated platforms in social commerce and provide operational practices and digital marketing strategies for platforms.