Country Image, e-WOM and Purchase Intention of Korean Products in China - - With Korean Cosmetic Products as an Example

Country image is viewed as the overall perception of consumers from a particular country, based on their prior perception of the country’s production and marketing strengths and weaknesses and this image affect customer attitudes like purchase intention. The purpose of our study was to develop and validate the relationship among country image, e-WOM and purchase intention of foreign products. Based on literatures, a comprehensive set of constructs and hypotheses was compiled with a methodology for testing them. A questionnaire was constructed and data were collected from 255 customers in Beijing and Shanghai. The results indicated that country image affect purchase intention of Korean Cosmetic products through e-WOM.

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