逆性别代言人对消费者性别化产品态度及购买意愿的影响

The Impact of Gender-Reverse Spokesperson on Consumers’ ProductAttitude and Purchase Intention of Gendered Product

聚焦于逆性别代言策略,通过4个实验室实验,探索逆性别代言人在代言性别化产品时,对消费者的产品态度和购买意愿的影响效果及作用机制。研究表明:相对于同性别代言人而言,逆性别代言人代言性别化产品显著增强了消费者的产品态度和购买意愿;感知使用者异性吸引力中介了上述效应;逆性别代言人代言性别化产品的积极效应受到产品情境类型的调节,具体而言,当性别化产品为私下消费产品(vs.公开消费产品)时,逆性别代言人代言对性别化产品态度及购买意愿的积极影响被削弱。

Focus on the gender-reverse endorsement strategy,this research explores the role of gender-reverse spokesperson in endorsing gendered product,as well as the impact on consumers’product attitude and purchase intention through four laboratory experiments.The results show that,compared with same-gender spokesperson,gender-reverse spokesperson of gendered product significantly enhance consumers’product attitude and purchase intention,which is mediated by perceived user heterosexual attractiveness.Besides,the positive effects of ender-reverse spokesperson endorsement of gendered products are moderated by the type of product context.Specifically,when the gendered products is privately consumed product,the positive influence of gender-reverse spokespersons’endorsement on the product attitude and purchase intention of gendered products will be weakened.