Research On The Impact Of Anti-male Stereotype On Female Consumers' Purchase Intention:Female Products Perspective

Since the feminist movement,most studies on gender stereotypes have focused on the anti-female stereotypes,while few scholars have studied the anti-male stereotypes.With the more equal status of men and women,as well as the increasing diversification of social development,a large number of actual cases of male celebrities endorsing female products have appeared in advertising,and many male anchors promoting "female" products have also appeared in emerging livestream selling.Many of them have achieved very good marketing results,but there have also been many failure cases.Therefore,for female product brands,it is of important theoretical value to study the application conditions,application scenarios and marketing effects of anti-male stereotypes,as well as practical value.The research explores three questions.First,is it a right method to apply the anti-male stereotypes to the marketing of female products and how is the effect compared with the traditional marketing methods? Second,why do some anti-male stereotypical marketing cases fail? Third,why is Li Jiaqi,an anti-male stereotypical man,only popular on online live shopping platforms,while there is no "Li Jiaqi" in offline physical stores?This research focuses on the two important marketing situations of advertising endorsement and live streaming.The traditional marketing method of female products,that is,female celebrities endorsing female products(or female Internet celebrities)is used as the control group to study the influence of biological gender and male gender roles in anti-male stereotypical marketing on purchase intention;In addition,the paper explores the influence and mechanism of anti-male stereotype on female consumers' purchase intention of female products in the online streaming and offline physical stores.Two experiments were designed.Here are five conclusions.Firstly,in the advertisements of female products,the gender of the spokesperson can not affect the purchase intention of female consumers significantly.Thus,men can completely endorse female products.Second,the gender role of male spokesperson affects female consumers' purchase intention significantly.The endorsement of male celebrity with femininity makes female consumers' purchase intention higher than that of male celebrity with masculinity.Therefore,the gender role of male celebrity should be matched with the gender of the product.Third,conclusion 1 and conclusion 2 are also applicable to livestream selling.Fourth,the online and offline marketing of female products using anti-male stereotypes results in significant differences in the purchase intentions of female consumers.Compared with male shop assistants promoting products in offline stores,male anchors' livestream selling will lead to higher purchase intentions of female consumers.Fifth,when anti-male stereotypes are used in online and offline situations,female consumers' purchase intentions will be different.In fact,perceived disinhibition plays a mediating role.