The Impact Of Consumers’ Gender And Car Types On The Study Of Consumer Attitude Toward Various Nudity Degree Of Car Model Show

In recent years, cat model presented variety of auto show, as a unique form of advertising which has great commercial effect in car sales and brand promotion. Nowadays, In order to attract the attention of the audience, many exhibitors pursue car models’ wearing more "open" in auto show, which leads to some auto shows have been called "The show of Nudity" in China.The purpose of the article therefore is to examine whether these provocatively clothed model influence that viewers’ responses to the show. From the degree of car models’ nudity, the author divided models’ nudity into four different levels(Demure, Seductive, Partially clad, Nudity) and combined these four kind of samples with three kind of car of different types(Economic and Practical Car, Business Car, Sports Car), by using subject 3x4 experimental design. The result showed that Women reported disproportionately negative attitude towards nudity car models’ show, and men reported having an affinity for "Seductive" car models’ show. Moreover, Men reported better attitude towards "Seductive", "Partially clad", "Nudity" car models’ show than women, while women reported better attitude towards "Demure" car model show than men. Additionally, the author also revealed that it was more suitable for Economic and Practical Car and Business Car to adopt a "Demure" car model than any other models, but for the Sports Car, it was more suitable to adopt a "Seductive" car model than any other models.In the research, we can show that Chinese consumers include man and women, reported negative attitude towards over nudity car model show. In addition, when the exhibiters select the car model, not only consider the model image such as clothes, but also consider the match of model and product, which can increase the effect of performance and advertising, rather more effect on brand awareness and image enhancement.