An Empirical Study Of Gender Temperament Matching And Persuasion Effectiveness Of Male Bandwagon Anchors

In recent years,the live-streaming industry has been booming,and in 2020,lead anchors will become a full-fledged job,becoming a new employment trend.For a long time,it has been widely believed that men are in a dominant position in media portrayal,and less attention and research has been paid to this,but in fact,gender stereotypes such as "tough","strong" and "adventurous" have also been subconsciously reinforced.Gender labels such as "tough," "strong," and "adventurous" also contribute to gender stereotypes of men,and are not conducive to social acceptance of diverse masculinities.At the same time,studies have shown that people are more averse to anti-gender stereotypes of men,but can accept anti-gender stereotypes of women.However,in the live-streaming bandwagon scene,many anti-male stereotype bandwagon anchors with higher femininity are gaining a large number of fans.Based on the above considerations,this paper takes male lead anchors with different gender temperaments as the research object,and the influence of their matching with product gender attributes on the persuasion effect as the research question.216 subjects were recruited and randomly divided into six groups,combining the 2*3 controlled experiment method and questionnaire analysis method to investigate.Through data analysis and hypothesis testing,this study found that male lead anchors with high femininity had the best results in selling women’s products,and that women were generally more receptive than men to this category of male lead anchors.The research on the mediating variable of emotion shows that "emotional expression" does not yield better persuasive results.Therefore,this paper suggests that the key to good persuasive results is to focus on product information,rational marketing and sincere expression.At the same time,combined with the findings of the study,this paper puts forward three suggestions:(1)return to rational expression of product information and avoid excessive dissemination of emotions;(2)play a leading role in mainstream media to construct a pluralistic gender role image;(3)strengthen education on gender roles of bisexuality to build a harmonious and open social environment.