Dataset Information

The influence of androgynous streamers on consumers' product preferences.

ABSTRACT: Since the rapid development of network technology, the rise of live-streaming shopping platforms has followed. Some streamers influence consumers' preferences for products through their gender role attributes, thus generating great commercial value. Based on attachment theory and using an experimental approach, this study explored the impact of streamers' gender roles (single gender/androgyny) on consumers' preferences through 2 studies. Study 1 shows the androgynous streamer elicits a higher product preference than the single-gender (masculine and feminine) streamer. Study 2 demonstrates the moderating effect of gender stereotypes through 2 experiments to construct clear boundary conditions for the main effect and the results show that regardless of whether the streamer is male or female when individuals have a high gender stereotype, the single-gender streamer leads to a higher product preference than the androgynous streamer. When individuals have a low gender stereotype, the androgynous streamer promotes a higher product preference than the single-gender streamer.

SUBMITTER: Wenting F

PROVIDER: S-EPMC9752884 | biostudies-literature | 2022

REPOSITORIES: biostudies-literature

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Publications

The influence of androgynous streamers on consumers' product preferences.

Wenting Feng F Shuyun Xue X Ying Yang Y Hai Huang H

Frontiers in psychology 20221201

Since the rapid development of network technology, the rise of live-streaming shopping platforms has followed. Some streamers influence consumers' preferences for products through their gender role attributes, thus generating great commercial value. Based on attachment theory and using an experimental approach, this study explored the impact of streamers' gender roles (single gender/androgyny) on consumers' preferences through 2 studies. Study 1 shows the androgynous streamer elicits a higher pr ...[more]

PMID: 36533023

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Project description:This study aimed to investigate food truck consumers' profile, choices, preferences, and food safety importance perception. We conducted structured interviews with a convenient sample of 133 food truck consumers in the Federal District, Brazil. Most of the participating consumers were married (52%) and female (56%), who had completed at least tertiary school (81%). The interviews revealed that most food truck consumers eat from food trucks once or twice a week (96%), usually near home (74%), and have an average per capita expenditure of approximately US $5 to US $9.99 (70%). Hamburgers and sandwiches are the most popular food among consumers (72%). Consumers indicated that taste (30%) was the most important reason to choose a food truck and that poor vehicle hygiene (30%) was the main point assigned for not opting for a food truck. Food hygiene and vendors' personal hygiene were considered important by consumers when eating from food trucks (78% and 80%, respectively). Considering all food truck consumers interviewed and the questions about food safety importance perception, the minimum score was 1 and the maximum was 2.9, with a mean score of 1.68 (SD = 0.46), indicating a high level of perceived importance. The instrument of food safety importance perception presented a Cronbach's alpha coefficient of 0.73, indicating good internal consistency. No significant differences were observed in the food safety importance perception scores in gender (0.192), marital status (0.418), level of education (0.652) or food safety training (0.166). However, significant differences were found in the food safety importance perception scores for age (0.026) and the presence of children (0.001). The findings of this study indicate that there remains the need for consumers to comprehend their role in the food supply chain. Food safety and food handling practices are of public concern, and strategies are required to prevent foodborne diseases. Future public health interventions aiming to increase consumer knowledge and awareness of food safety should be emphasized.

Dataset Information

The influence of androgynous streamers on consumers' product preferences.

Publications

The influence of androgynous streamers on consumers' product preferences.

Similar Datasets

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