Gender, Generation, and Virtual Anchors: Chinese Consumers’ Behavior in E-Commerce Live Streaming

Abstract

The objective of this study is to compare the differences in consumer ethnocentrism, cosmopolitanism, perceived usefulness, perceived ease of use, perceived enjoyment, and behavioral responses based on gender and generation among Chinese consumers.

          This study employed a mixed-methods research design, comprising: Quantitative research, using an online questionnaire to collect data from 202 Chinese consumers who had previously viewed live streams hosted by virtual anchors on e-commerce platforms. Qualitative research, using structured interviews with 7 purposively selected participants who possessed expertise in marketing communication.

          The findings revealed that: 1) Female consumers reported significantly higher levels of perceived ease of use and perceived enjoyment when engaging with virtual anchors on E-commerce platforms. They experienced a greater sense of convenience and were able to comprehend content more quickly than male consumers. 2) Generation Y exhibited a higher level of consumer ethnocentrism compared to Generation Z, showing a stronger preference for locally made products and greater trust in domestic product quality. Therefore, it can be concluded that Chinese consumers exhibit different cultural attitudes and attitudes toward technology acceptance according to gender and generation. Such insights can be effectively utilized to inform strategic communication planning for virtual anchors in the context of E-commerce.