Abstract: Consumer identification is an important factor affecting the sustainable development of social new retail business model. However, existing researches pay little attention to the consumer identification path of social new retail business model, so they cannot better guide enterprises to enhance consumer stickiness and promote the development of social new retail business model. Based on this, this paper takes the consumers under the social new retail business model as the sample, and applies the grounded theory to construct a consumer identification path model of the social new retail business model. The results show that:(1) Consumers' use of social new retail business model is influenced by such factors as scene touch, word-of-mouth attraction, brand trust and profit drive; (2) Flow experience is the key reason for consumers to identify with the social new retail business model, including continuous engagement in interaction, platform content immersion and product consumption satisfaction; In addition, network externality will further affect consumers' flow experience; (3) When consumers identify with the social new retail business model, they will generate value transfer behaviors such as use feedback, active sharing and communication, as well as value creation behaviors such as social fission diversion and platform content creation; (4) The continuous identification of consumers needs to be achieved through sticky maintenance, which requires enterprises to strengthen the links of community relations and enhance the value of content, so as to further enhance the cognitive identification and emotional identification of consumers. On this basis, the paper further analyzes and discusses the research results, and puts forward some relevant suggestions.

Key words: social new retail, business model, consumer identification, grounded theory