The Influence Of The Brand’s Country-of-origin, The Spokesperson’s Nationality And The Advertisement’s Revealing Degree On Female’s Purchasing Intention

With the acceleration of economic globalization and unification of the global market, the consumption of underwear has long been a subject paid due attention by worldwide scholars. The key of creating a brand image lies in its marketing performance. However, the establishment of underwear’s brand image, is conducted by its own brand effect and the ad broadcast ways of spokesperson. In the Chinese market, underwear brand’s country-of-origin and the ad types are variety. The brand has its own brand of country origin effect, can firstly affect consumer’s purchasing decisions, Secondly underwear ad is a natural sex appeal advertising figures, based on its uniqueness, then underwear spokesperson and expose their sexual appeal way has become a focus of attention in this study. So combining the above analysis, this study selected female underwear brand and spokesperson’s nationality and the Advertisement’s Revealing Degree to discuss the relationship with the purchase intention. This study is divided into two parts:The first part is an exploratory study, the experiment used 2*2*2 mixed design, to make underwear brand’s figures as experiment material, measured 45 young female subjects’(40 subjects valid) willingness of purchasing.The second part is a complementary study, the experiment also used 2*2*2 mixed design, explored after add the level of hostility brand’s country-of origin and brand spokesperson, the changes of 65 young subjects’(60 valid subjects) willingness of purchasing.Through the analysis of experimental data, got the following conclusions:Conclusion 1:First of all, customers prefer European and American underwear brands over Chinese ones. Moreover, there is an expected match of the model’s nationality and revealing degree. Namely, European and American models are matched with sexual attraction, while Chinese models with conservative features. The higher the matching degree is, the stronger the purchasing intention is, and visa versa. Last, the advertising effect of European and American models is better than that of Chinese models, regardless of the brand’s country-of-origin and advertisement’s revealing degree.Conclusion 2:In Japan, customers prefer Chinese brands over European and American ones. Moreover, the presence of Japanese models significantly enhances the advertising effect of Chinese models without decreasing that of European and American models. Last, regardless of the brand’s country-of-origin, the purchasing intention gets stronger if the model advertises in his or her matching revealing degree.The value of this study have both theoretical and practical aspects, theoretical aspects:to enrich the value of interdisciplinary psychology, and enriches the study of applied psychology, but also for the clothing aesthetic research provides a new idea.