分类号密级
U D C 编号10486
硕士学位论文
逆性别代言人对消费者性别化产品
购买意愿的影响
研究生姓名：程文姝
学号：2018201050313
指导教师姓名、职称：徐岚教授
学科、专业名称：市场营销
研究方向：消费者行为
二O 二一年三月
The Influence of Inverse-Gender
Endorsement on Consumers'Willingness
To Buy Gendered Products
By Cheng Wenshu
Supervised by Xu Nan
March,2021
摘要
代言广告作为品牌营销的重要传播手段，各品牌采用代言人代言品牌或产品
的现象越来越普遍，以往对于女性气质的产品，均是女性代言人来代言，男性气
质的产品也由男性代言人代言，而近年来，自日本Kenebo 品牌的口红产品采用
男性明星木村拓哉代言开始，品牌方采用逆性别代言策略的广告已经屡见不鲜，
并且逆性别代言往往能为品牌带来丰厚的收益，这一现象与过去学者们在代言人
领域研究中提出的匹配假说相悖。因此本文基于逆性别代言（即代言人性别与产
品性别不同）这一现象，以新的“欣赏者”视角探讨逆性别代言人代言性别化产
品的作用，以及对消费者的产品态度与购买意愿的影响，并且本文关注了外表自
尊水平不同的消费者，探讨逆性别代言人代言性别化产品的作用是否仍然有效。
本研究通过三个实验验证了不同性别代言人与不同性别产品（男性产品、女
性产品及中性产品）的交互作用对消费者的产品态度和购买意愿有显著影响。实
验结果证明：（1）相对于同性别代言人而言，消费者对逆性别代言人代言的性别
化产品的购买意愿显著更高，但是在非性别化产品条件下，逆性别代言（代言人
与产品使用者性别不同）的积极效应不显著；（2）逆性别代言人对性别化产品购
买意愿的增强效应是由感知使用者性感所中介；（3）外表自尊（高外表自尊vs 低
外表自尊）会调节逆性别代言人对感知使用者性感的影响，当个体为高外表自尊
时，逆性别代言人通过感知使用者性感对性别化产品的购买意愿的积极影响将会
被削弱，而个体是低外表自尊时，逆性别代言人代言性别化产品的效应仍然通过
感知使用者中介。
本文的研究结果一方面基于消费者的角度理解了消费者为何更偏好逆性别
代言人代言的性别化产品，弥补了逆性别代言相关的研究空白；另一方面，本文
还探索了逆性别代言人代言性别化产品有效性的边界调节，具有理论意义和实践
意义。
关键词：逆性别代言；异性效应；感知使用者性感；外表自尊
Abstract
Endorsement advertising is an important communication method of brand
marketing.It is more and more common for brands to use celebrity to endorse brands
or products.In the past,female endorsers used to endorse feminine products,while
masculine products were also endorsed by male endorsers.In recent years,since
Japanese brand Kenebo invited male celebrity,Kimura Takuya to endorse lipstick
products,it is not uncommon for brands to adopt inverse-gender endorsement strategy
for marketing,and inverse-gender endorsements can often bring huge benefits to brands.
This phenomenon is contrary to the “match-up”hypothesis proposed by the previous
studies in the field of endorsements.Therefore,based on the phenomenon of inverse-
gender endorsements,this study explores the effect of inverse-gender endorsers
endorsing gendered products from a new perspective -"appreciator",and the impact on
consumers'product attitudes and purchase intention,and this study also focus on the
effect of inverse-gender endorsement on gendered products under different consumers
with different levels of appearance self-esteem,appearance self-esteem is the typical
personal trait,this study focuses on two degree of appearance self-esteem:high
appearance self-esteem and low appearance self-esteem,and the effect of inverse-
gender endorsements on gendered products under these two degree is discussed
separately.
Three experiments were conducted to examine the influence of the interaction
between endorsers of different gender and products of different gender(feminine
products/masculine products/neutral products)on product attitude and purchasing
intention.The study results show that:(1)Compared with same-gender endorsement,
consumers have higher product attitudes and higher purchasing intention on gendered
products endorsed by inverse-gender endorsers,but when consumers are under non-
gendered products condition,the effect of inverse-gender endorsement is not significant;
(2)the effect of the inverse-gender endorsement on the product attitude and purchase
intention of gendered products is mediated by the perceived user sexiness;(3)two
degree of appearance self-esteem(high appearance self-esteem vs.low appearance
self-esteem)will moderate the mediating effect of inverse-gender endorsement on
perceived user sexiness.When consumers are under high appearance self-esteem
condition,the effect of inverse-gender endorsement on the perceived user sexiness will
be weakened,while when consumers are under low appearance self-esteem condition,
the effect of gendered products of inverse-gender endorsement is still mediated by
perceived user sexiness.
On the one hand,this study helps us understand why consumers prefer gendered
products endorsed by inverse-gender endorsers from the perspective of consumers,and
fill up the gaps of the research related to inverse-gender endorsement;on the other hand,
this study also explores the boundary conditions of the effectiveness of inverse-gender
endorsement,which has theoretical and practical significance.
Key words:Inverse Gender Endorsement;Heterosexual Effect;Perceived User
Sexiness;Appearance Self-esteem