The effect of e-WOM on country image and purchase intention: An empirical study on Korean cosmetic products in China

• Main Authors: Zhehui Xiao, Jinlong Zhang, Dekui Li, Bhubate Samutachak
• Other Authors: Huazhong University of Science and Technology
• Format: Article
• Published: 2018
• Subjects: Business, Management and Accounting; Computer Science; Engineering
• Online Access: https://repository.li.mahidol.ac.th/handle/123456789/43271
• Institution: Mahidol University

© 2016 Inderscience Enterprises Ltd. 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. Country image affects customer attitudes and purchase intention; however, the pattern of this relationship has not been sufficiently studied. The purpose of this study was to develop and validate the relationships among country image, electronic word-of-mouth (e-WOM) and purchase intention of Korean cosmetic products. In this study, a comprehensive set of constructs and hypotheses were compiled and tested. A questionnaire was constructed and data were collected from255 customers in Beijing and Shanghai. The results indicated that e-WOM mediated the relationship between country image and intent to purchase Korean cosmetic products.