The influence of androgynous streamers on consumers’ product preferences
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 experiment...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Frontiers Media S.A.
2022-12-01
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| Series: | Frontiers in Psychology |
| Subjects: | |
| Online Access: | https://www.frontiersin.org/articles/10.3389/fpsyg.2022.1029503/full |