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Title: The effect of e-WOM on country image and purchase intention: An empirical study on Korean cosmetic products in China
Authors: Zhehui Xiao
Jinlong Zhang
Dekui Li
Bhubate Samutachak
Huazhong University of Science and Technology
Wuhan Technology and Business University
Mahidol University
Keywords: Business, Management and Accounting;Computer Science;Engineering
Issue Date: 1-Jan-2016
Citation: International Journal of Services, Technology and Management. Vol.22, No.1-2 (2016), 18-30
Abstract: © 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.
ISSN: 1741525X
Appears in Collections:Scopus 2016-2017

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