本文旨在探究在婴童产品网店营销过程中，店主人设（父职人设vs.母职人设）是否会对网店营销效果产生积极作用，以及其是否会影响消费者对工作与育儿之间分工及平衡关系的态度（以下简称工作-育儿态度），并检验消费者性别（男性vs.女性）与性别角色态度在其中发挥的调节作用。根据线下实验结果，研究发现网店使用父职和母职人设在营销效果方面没有显著差异，但在工作-育儿态度层面上，使用父职人设进行营销会使消费者对父亲参与育儿的认同度更高，使用母职人设进行营销则会使消费者对母亲参与工作的认同度更高；此外，在平等的性别角色态度作用下，消费者对母职人设的认同度高于父职人设；当消费者性别为男性时，母职人设对消费者育儿促进工作态度的影响更强烈。本研究将父/母职研究引入数字营销领域中，证实使用父/母职人设进行营销具有经济和社会双重效益。

This study aims at exploring whether the image of online shop owner (fatherhood vs. motherhood) has a positive effect on the marketing in child’s products, and whether it has an impact on consumers’ attitudes toward work-parenting, then testing the moderating role of the gender of consumers (male vs. women) and the gender role attitude.

According to the offline experiment results, the research found that there was no significant difference in the marketing effect of the use of fatherhood and motherhood in online stores. But when considering the work-parenting attitudes, marketing using the parenthood-branding leads to higher consumer recognition of the father’s involvement in child care, while marketing using the motherhood leads to higher consumer recognition of the mother’s involvement in work. In addition, under the effect of equal gender role, consumers’ identification of the motherhood is higher than that of the fatherhood. When the consumer are males, the influence of the parenting-to-work attitude of the consumer is stronger. This study introduces the research on parenthood into the field of digital marketing, which proves that the use of fatherhood/motherhood in marketing has both economic and social benefits.