Abstract
The purpose of this study is to explore the psychological mechanism of cross-gender endorsement of mobile male stars on young women's consumption behavior. Through literature review, current situation analysis and empirical research, this paper reveals the psychological motivation and influence behind this phenomenon. It is found that the cross-gender endorsement of flowing male stars has a significant impact on young women's consumption behavior, which is mainly realized through psychological mechanisms such as attention attraction, emotional identity and conformity psychology. Enterprises should make full use of this phenomenon and formulate targeted marketing strategies to meet the consumption needs of young women. Based on these findings, this paper provides enterprises with a series of marketing strategies and suggestions for young women's market. This study not only enriches the relevant theories of consumer psychology and marketing, but also provides a useful reference for enterprises to formulate effective marketing strategies.
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