Consumer Response towards Gender-Stereotype in Video Game Advertising

doi:10.11885/j.issn.1674-5094.2020.10.05.04

Abstract

Abstract: Female game players have become an important customer group as video game market continues to develop. However， gender stereotypes in video game advertising still exist. This research adopts quantitative survey to investigate consumers' responses towards gender stereotype in video game advertising with two versions of questionnaires: one with obvious gender stereotype and the other without. Research methods such as descriptive analysis， correlation analysis， multiple linear regression analysis， and analysis of variance for covariance are used to analyze the data of questionnaire survey. The result demonstrates that consumers respond more positively towards advertising without gender stereotype. This reveals that video game advertising designing needs to follow the trend of video game market so as to avoid negative consumer response and improve consumer satisfaction towards video game advertising.

Key words: video games, advertising, gender stereotype, consumer response, game players

CLC Number:

F731.82

ZHOU Yifang, ZHANG Yiyao. Consumer Response towards Gender-Stereotype in Video Game Advertising[J]. Journal of Southwest Petroleum University(Social Sciences Edition), 2021, 23(1): 37-44.

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URL: http://journal15.magtechjournal.com/Jwk_xnsk/EN/10.11885/j.issn.1674-5094.2020.10.05.04

http://journal15.magtechjournal.com/Jwk_xnsk/EN/Y2021/V23/I1/37

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