In recent years, many sexually attractive PR females can be seen at every exhibition. They are top models, stars, adult video actresses, poster girls, show girls, etc. A lot of literatures have mentioned that females are frequently objectified and commercialized in order to satisfy the desire of males in a patriarchal and capitalistic society. Due to the changing trends, saleswomen reveal different appearances in various frameworks of exhibition. Sexually attractive females have become the key persons in the exhibition; their mission is not only to soften the atmosphere permeated by cold hard products, but also to attract visitors, engage in customer relations, and achieve the expected turnover.
The study subjects were visitors at the 2007 Kaohsiung Computer Multimedia and Audio Exhibition. By answering the questionnaires their ¡§visiting purpose¡¨ and ¡§purchase intention¡¨ as well as the ¡§demographic statistic variables¡¨ were all investigated. All data were analyzed via: descriptive statistics, reliability factors, correlation and single-factor variation (one way ANOVA). The correlation and study assumptions can therefore be verified.
The research results showed that there is a correlation among ¡§visiting purpose¡¨, ¡§purchase intention¡¨ and ¡§demographic statistic variables.¡¨ It proved that the sexually attractive females did not necessarily attract consumers with pure intentions to purchase their desired products, but they did attract consumers who love to ogle scantily clad females or who just want to spend their free time at the exhibition. The demographic statistic variables presented that those sexually attractive females did attract many students under the age of 25, and they were willing to change their purchase intention. Companies can refer to this research in planning their sales strategies and determine special promotions where sexually attractive PR females can be used to help hawk their products, so that the best benefits can be achieved.
Keywords: exhibition, feminism, sexually attractive females, visiting purpose, purchase intention
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0726108-212630 |
| Date | 26 July 2008 |
| Creators | Wu, Chi-Ming |
| Contributors | Jen-Jsung Huang, I-Heng Chen, Jih-hwa Wu |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0726108-212630 |
| Rights | not_available, Copyright information available at source archive |
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