{"id":"https://openalex.org/W4410694682","doi":"https://doi.org/10.3390/jtaer20020112","title":"The Impact and Mechanism of Femvertising in Male Consumers\u2019 Gift Purchasing Intention","display_name":"The Impact and Mechanism of Femvertising in Male Consumers\u2019 Gift Purchasing Intention","publication_year":2025,"publication_date":"2025-05-23","ids":{"openalex":"https://openalex.org/W4410694682","doi":"https://doi.org/10.3390/jtaer20020112"},"language":"en","primary_location":{"id":"doi:10.3390/jtaer20020112","is_oa":true,"landing_page_url":"https://doi.org/10.3390/jtaer20020112","pdf_url":"https://www.mdpi.com/0718-1876/20/2/112/pdf?version=1747995276","source":{"id":"https://openalex.org/S27967161","display_name":"Journal of theoretical and applied electronic commerce research","issn_l":"0718-1876","issn":["0718-1876"],"is_oa":true,"is_in_doaj":true,"is_core":true,"host_organization":"https://openalex.org/P4310310987","host_organization_name":"Multidisciplinary Digital Publishing Institute","host_organization_lineage":["https://openalex.org/P4310310987"],"host_organization_lineage_names":["Multidisciplinary Digital Publishing Institute"],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Journal of Theoretical and Applied Electronic Commerce Research","raw_type":"journal-article"},"type":"article","indexed_in":["crossref","doaj"],"open_access":{"is_oa":true,"oa_status":"gold","oa_url":"https://www.mdpi.com/0718-1876/20/2/112/pdf?version=1747995276","any_repository_has_fulltext":true},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5101845030","display_name":"Siyu Yang","orcid":"https://orcid.org/0009-0002-3464-8836"},"institutions":[{"id":"https://openalex.org/I1328775524","display_name":"Zhejiang Sci-Tech University","ror":"https://ror.org/03893we55","country_code":"CN","type":"education","lineage":["https://openalex.org/I1328775524"]}],"countries":["CN"],"is_corresponding":false,"raw_author_name":"Siyu Yang","raw_affiliation_strings":["School of Fashion Design and Engineering, Zhejiang Sci-Tech University, Hangzhou 311106, China"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"School of Fashion Design and Engineering, Zhejiang Sci-Tech University, Hangzhou 311106, China","institution_ids":["https://openalex.org/I1328775524"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5085196717","display_name":"Zengrui Xiao","orcid":"https://orcid.org/0000-0002-8383-4232"},"institutions":[{"id":"https://openalex.org/I1328775524","display_name":"Zhejiang Sci-Tech University","ror":"https://ror.org/03893we55","country_code":"CN","type":"education","lineage":["https://openalex.org/I1328775524"]}],"countries":["CN"],"is_corresponding":true,"raw_author_name":"Zengrui Xiao","raw_affiliation_strings":["International Institute of Fashion Technology, Zhejiang Sci-Tech University, Hangzhou 311106, China"],"raw_orcid":"https://orcid.org/0000-0002-8383-4232","affiliations":[{"raw_affiliation_string":"International Institute of Fashion Technology, Zhejiang Sci-Tech University, Hangzhou 311106, China","institution_ids":["https://openalex.org/I1328775524"]}]},{"author_position":"last","author":{"id":null,"display_name":"Diqing Qian","orcid":null},"institutions":[{"id":"https://openalex.org/I1328775524","display_name":"Zhejiang Sci-Tech University","ror":"https://ror.org/03893we55","country_code":"CN","type":"education","lineage":["https://openalex.org/I1328775524"]},{"id":"https://openalex.org/I4210163700","display_name":"Zhejiang Institute of Modern Textile Industry","ror":"https://ror.org/053zgay46","country_code":"CN","type":"facility","lineage":["https://openalex.org/I4210163700"]}],"countries":["CN"],"is_corresponding":false,"raw_author_name":"Diqing Qian","raw_affiliation_strings":["International Institute of Fashion Technology, Zhejiang Sci-Tech University, Hangzhou 311106, China","Zhejiang Provincial Innovation Center of Advanced Textile Technology, Shaoxing 312030, China"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"International Institute of Fashion Technology, Zhejiang Sci-Tech University, Hangzhou 311106, China","institution_ids":["https://openalex.org/I1328775524"]},{"raw_affiliation_string":"Zhejiang Provincial Innovation Center of Advanced Textile Technology, Shaoxing 312030, China","institution_ids":["https://openalex.org/I4210163700"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":3,"corresponding_author_ids":["https://openalex.org/A5085196717"],"corresponding_institution_ids":["https://openalex.org/I1328775524"],"apc_list":{"value":1000,"currency":"CHF","value_usd":1082},"apc_paid":{"value":1000,"currency":"CHF","value_usd":1082},"fwci":4.539,"has_fulltext":true,"cited_by_count":3,"citation_normalized_percentile":{"value":0.93732502,"is_in_top_1_percent":false,"is_in_top_10_percent":true},"cited_by_percentile_year":{"min":91,"max":99},"biblio":{"volume":"20","issue":"2","first_page":"112","last_page":"112"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T10145","display_name":"Consumer Behavior in Brand Consumption and Identification","score":0.9970999956130981,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T10145","display_name":"Consumer Behavior in Brand Consumption and Identification","score":0.9970999956130981,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.9945999979972839,"subfield":{"id":"https://openalex.org/subfields/3312","display_name":"Sociology and Political Science"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T12908","display_name":"Media, Gender, and Advertising","score":0.9909999966621399,"subfield":{"id":"https://openalex.org/subfields/3318","display_name":"Gender Studies"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/mechanism","display_name":"Mechanism (biology)","score":0.7960109710693359},{"id":"https://openalex.org/keywords/purchasing","display_name":"Purchasing","score":0.7851755619049072},{"id":"https://openalex.org/keywords/business","display_name":"Business","score":0.6153533458709717},{"id":"https://openalex.org/keywords/marketing","display_name":"Marketing","score":0.5480192303657532},{"id":"https://openalex.org/keywords/gift-giving","display_name":"Gift giving","score":0.5276186466217041},{"id":"https://openalex.org/keywords/advertising","display_name":"Advertising","score":0.48565924167633057},{"id":"https://openalex.org/keywords/commerce","display_name":"Commerce","score":0.3613772988319397},{"id":"https://openalex.org/keywords/epistemology","display_name":"Epistemology","score":0.07658004760742188},{"id":"https://openalex.org/keywords/philosophy","display_name":"Philosophy","score":0.0647469162940979}],"concepts":[{"id":"https://openalex.org/C89611455","wikidata":"https://www.wikidata.org/wiki/Q6804646","display_name":"Mechanism (biology)","level":2,"score":0.7960109710693359},{"id":"https://openalex.org/C2778813691","wikidata":"https://www.wikidata.org/wiki/Q1369832","display_name":"Purchasing","level":2,"score":0.7851755619049072},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.6153533458709717},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.5480192303657532},{"id":"https://openalex.org/C3017561558","wikidata":"https://www.wikidata.org/wiki/Q184303","display_name":"Gift giving","level":3,"score":0.5276186466217041},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.48565924167633057},{"id":"https://openalex.org/C54750564","wikidata":"https://www.wikidata.org/wiki/Q26643","display_name":"Commerce","level":1,"score":0.3613772988319397},{"id":"https://openalex.org/C111472728","wikidata":"https://www.wikidata.org/wiki/Q9471","display_name":"Epistemology","level":1,"score":0.07658004760742188},{"id":"https://openalex.org/C138885662","wikidata":"https://www.wikidata.org/wiki/Q5891","display_name":"Philosophy","level":0,"score":0.0647469162940979},{"id":"https://openalex.org/C2777276634","wikidata":"https://www.wikidata.org/wiki/Q211067","display_name":"Conflict of interest","level":2,"score":0.0},{"id":"https://openalex.org/C10138342","wikidata":"https://www.wikidata.org/wiki/Q43015","display_name":"Finance","level":1,"score":0.0}],"mesh":[],"locations_count":2,"locations":[{"id":"doi:10.3390/jtaer20020112","is_oa":true,"landing_page_url":"https://doi.org/10.3390/jtaer20020112","pdf_url":"https://www.mdpi.com/0718-1876/20/2/112/pdf?version=1747995276","source":{"id":"https://openalex.org/S27967161","display_name":"Journal of theoretical and applied electronic commerce research","issn_l":"0718-1876","issn":["0718-1876"],"is_oa":true,"is_in_doaj":true,"is_core":true,"host_organization":"https://openalex.org/P4310310987","host_organization_name":"Multidisciplinary Digital Publishing Institute","host_organization_lineage":["https://openalex.org/P4310310987"],"host_organization_lineage_names":["Multidisciplinary Digital Publishing Institute"],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Journal of Theoretical and Applied Electronic Commerce Research","raw_type":"journal-article"},{"id":"pmh:oai:doaj.org/article:c0593e47b9e5485fa64855314cf12eec","is_oa":true,"landing_page_url":"https://doaj.org/article/c0593e47b9e5485fa64855314cf12eec","pdf_url":null,"source":{"id":"https://openalex.org/S4306401280","display_name":"DOAJ (DOAJ: Directory of Open Access Journals)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"repository"},"license":"cc-by-sa","license_id":"https://openalex.org/licenses/cc-by-sa","version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":"Journal of Theoretical and Applied Electronic Commerce Research, Vol 20, Iss 2, p 112 (2025)","raw_type":"article"}],"best_oa_location":{"id":"doi:10.3390/jtaer20020112","is_oa":true,"landing_page_url":"https://doi.org/10.3390/jtaer20020112","pdf_url":"https://www.mdpi.com/0718-1876/20/2/112/pdf?version=1747995276","source":{"id":"https://openalex.org/S27967161","display_name":"Journal of theoretical and applied electronic commerce research","issn_l":"0718-1876","issn":["0718-1876"],"is_oa":true,"is_in_doaj":true,"is_core":true,"host_organization":"https://openalex.org/P4310310987","host_organization_name":"Multidisciplinary Digital Publishing Institute","host_organization_lineage":["https://openalex.org/P4310310987"],"host_organization_lineage_names":["Multidisciplinary Digital Publishing Institute"],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Journal of Theoretical and Applied Electronic Commerce Research","raw_type":"journal-article"},"sustainable_development_goals":[],"awards":[{"id":"https://openalex.org/G1773865474","display_name":null,"funder_award_id":"Z23JC064","funder_id":"https://openalex.org/F4320321001","funder_display_name":"National Natural Science Foundation of China"},{"id":"https://openalex.org/G2284975092","display_name":null,"funder_award_id":"2023N022","funder_id":"https://openalex.org/F4320321001","funder_display_name":"National Natural Science Foundation of China"},{"id":"https://openalex.org/G4752937879","display_name":"\u5e73\u53f0\u4f01\u4e1a\u793e\u4f1a\u8d23\u4efb\u7f3a\u5931\u7684\u524d\u56e0\u3001\u540e\u679c\u53ca\u5176\u4f5c\u7528\u673a\u5236\u7814\u7a76","funder_award_id":"72101233","funder_id":"https://openalex.org/F4320321001","funder_display_name":"National Natural Science Foundation of China"},{"id":"https://openalex.org/G7299159705","display_name":null,"funder_award_id":"24196121-Y","funder_id":"https://openalex.org/F4320321001","funder_display_name":"National Natural Science Foundation of China"}],"funders":[{"id":"https://openalex.org/F4320321001","display_name":"National Natural Science Foundation of China","ror":"https://ror.org/01h0zpd94"}],"has_content":{"pdf":true,"grobid_xml":true},"content_urls":{"pdf":"https://content.openalex.org/works/W4410694682.pdf","grobid_xml":"https://content.openalex.org/works/W4410694682.grobid-xml"},"referenced_works_count":79,"referenced_works":["https://openalex.org/W1983812116","https://openalex.org/W1986461386","https://openalex.org/W2023456639","https://openalex.org/W2046739287","https://openalex.org/W2063564605","https://openalex.org/W2116947996","https://openalex.org/W2153551899","https://openalex.org/W2155725368","https://openalex.org/W2501221829","https://openalex.org/W2559939101","https://openalex.org/W2560547266","https://openalex.org/W2608295836","https://openalex.org/W2626100038","https://openalex.org/W2732115412","https://openalex.org/W2748230381","https://openalex.org/W2754949809","https://openalex.org/W2905480575","https://openalex.org/W2916544614","https://openalex.org/W2919061139","https://openalex.org/W2921200541","https://openalex.org/W2923422527","https://openalex.org/W2946842158","https://openalex.org/W2947304280","https://openalex.org/W2947567737","https://openalex.org/W2970607429","https://openalex.org/W2978412286","https://openalex.org/W2980739317","https://openalex.org/W2986969402","https://openalex.org/W2990078449","https://openalex.org/W2990720682","https://openalex.org/W3007217557","https://openalex.org/W3033893831","https://openalex.org/W3090963541","https://openalex.org/W3096853810","https://openalex.org/W3111975113","https://openalex.org/W3123110970","https://openalex.org/W3125303226","https://openalex.org/W3132768486","https://openalex.org/W3136094301","https://openalex.org/W3158849457","https://openalex.org/W3204170427","https://openalex.org/W3212983996","https://openalex.org/W3217586663","https://openalex.org/W4200330760","https://openalex.org/W4200421223","https://openalex.org/W4206481668","https://openalex.org/W4211130217","https://openalex.org/W4225339313","https://openalex.org/W4243749134","https://openalex.org/W4281649563","https://openalex.org/W4282551514","https://openalex.org/W4284708941","https://openalex.org/W4296677373","https://openalex.org/W4309268968","https://openalex.org/W4309791410","https://openalex.org/W4313421372","https://openalex.org/W4323045273","https://openalex.org/W4360976812","https://openalex.org/W4363673649","https://openalex.org/W4384694505","https://openalex.org/W4387365977","https://openalex.org/W4390731170","https://openalex.org/W4390978904","https://openalex.org/W4391358687","https://openalex.org/W4391446362","https://openalex.org/W4391527305","https://openalex.org/W4391962770","https://openalex.org/W4392128527","https://openalex.org/W4396852208","https://openalex.org/W4400654002","https://openalex.org/W4401298212","https://openalex.org/W4406120741","https://openalex.org/W4406406455","https://openalex.org/W4406479476","https://openalex.org/W4407129391","https://openalex.org/W6744273484","https://openalex.org/W6760966782","https://openalex.org/W6871787216","https://openalex.org/W6876255255"],"related_works":["https://openalex.org/W2351217280","https://openalex.org/W2086836292","https://openalex.org/W2354083748","https://openalex.org/W2357949222","https://openalex.org/W2338005294","https://openalex.org/W2104192539","https://openalex.org/W2954733677","https://openalex.org/W2033865166","https://openalex.org/W2393625522","https://openalex.org/W1575721881"],"abstract_inverted_index":{"Femvertising":[0],"is":[1,121,126,149],"increasingly":[2],"being":[3],"used":[4],"by":[5],"brands":[6],"to":[7,54,92],"showcase":[8],"their":[9],"values":[10],"and":[11,32,66,77,80,95,102,134,142],"attract":[12],"consumers,":[13,28],"especially":[14],"in":[15],"the":[16,30,42,56,68,71,81,103,110,143],"fashion":[17],"industry.":[18],"Previous":[19],"studies":[20],"mainly":[21],"focused":[22],"on":[23,26,41,60,115],"its":[24],"impact":[25,57],"female":[27,75,132,147],"while":[29],"perceptions":[31],"responses":[33],"of":[34,44,58,74,84,113,131,139,146],"male":[35,61,116],"consumers":[36],"are":[37],"usually":[38],"ignored.":[39],"Focusing":[40],"context":[43],"men":[45],"purchasing":[46,64,119],"women\u2019s":[47],"clothes":[48],"as":[49],"gifts,":[50],"this":[51],"study":[52],"aimed":[53],"explore":[55],"femvertising":[59,114],"consumers\u2019":[62,117],"gift":[63,85,118],"intention":[65,120],"reveal":[67],"mechanism,":[69],"with":[70,99],"mediating":[72,129,137,144],"effects":[73],"empowerment":[76,133,148],"brand":[78,140],"hypocrisy":[79],"moderation":[82],"effect":[83,112,130,138,145],"recipient.":[86],"A":[87],"situational":[88],"experiment":[89],"was":[90],"conducted":[91],"acquire":[93],"data,":[94],"hypotheses":[96],"were":[97],"tested":[98],"regression":[100],"analysis":[101],"bootstrapping":[104],"method.":[105],"The":[106],"results":[107],"demonstrated":[108],"that":[109],"total":[111],"not":[122],"significant,":[123],"but":[124],"there":[125],"a":[127,135,152],"positive":[128],"negative":[136],"hypocrisy,":[141],"stronger":[150],"for":[151],"communal":[153],"relationship":[154],"(versus":[155],"an":[156],"exchange":[157],"relationship).":[158]},"counts_by_year":[{"year":2026,"cited_by_count":2},{"year":2025,"cited_by_count":1}],"updated_date":"2026-06-10T14:10:52.464848","created_date":"2025-10-10T00:00:00"}
