Gender performance in livestream shopping - An empirical study of the most popular male host for beauty product in China

Abstract: This thesis explores how a successful male beauty host and his viewers perform gender roles in the Chinese livestream shopping. Although a vast scope of research has approached different gender-related topics in marketing and consumer research, livestream shopping has remained unexplored. Livestream shopping, as a new market practice, also lacks research from a gender perspective. This thesis draws on Judith Butler's gender performance theory, taking a qualitative approach that combines observation and interview to study how Li Jiaqi and his viewers perform gender. We find that consumers have contradicting perceptions on gender norms and generally have positive impression of Li Jiaqi, partly because of their legitimization. We also find that Li Jiaqi performs androgyny, taking advantage of traditional and contemporary gender norms to attempt to achieve better sales. We call on consumers and marketing practitioners to raise awareness of gender stereotypes in livestream shopping, which has a significant impact on the development of equality in society.