The impact of non-stereotypical gender role endorsement in live broadcasting on consumers' purchase intention

• Published in: Frontiers in psychology Vol. 15; p. 1359952
• Main Authors: Fu, Jia, Huang, Simin, Chen, Xiaolin
• Format: Journal Article
• Language: English
• Published: Switzerland Frontiers Media S.A 19.03.2024
• Subjects: e-commerce live broadcasting; gender ideology; gender role; non-stereotypical endorsement; Psychology; scheme theory; gender ideology; gender role; non-stereotypical endorsement; scheme theory; e-commerce live broadcasting

Non-stereotypical gender role endorsement is becoming more common in e-commerce live broadcasting. However, there is relatively little research on this topic, and the mechanism of its impact on purchase intention is not yet clear. Based on schema theory and experimental methods, this study explores...