The effect of female live streamers on consumers’ purchase intentions of male-targeted products

Data source: This study recruited 800 participants from Credamo for three experiments (Study 1: n=200; Study 2: n=400; Study 3: n=200). Specific explanation: Study 1 measured the participants' purchase intention, perceived coolness, expertise, and gender-identity threat; Study 2 measured the participants' purchase intention, perceived coolness, sex-role,appearance, suitability, and product perception; Study 3 measured the participants' purchase intention, perceived coolness, and gender stereotypes.