Publication: The effect of e-WOM on country image and purchase intention: An empirical study on Korean cosmetic products in China
Issued Date
2016-01-01
Resource Type
ISSN
1741525X
14606720
14606720
Other identifier(s)
2-s2.0-84979519598
Rights
Mahidol University
Rights Holder(s)
SCOPUS
Bibliographic Citation
International Journal of Services, Technology and Management. Vol.22, No.1-2 (2016), 18-30
Suggested Citation
Zhehui Xiao, Jinlong Zhang, Dekui Li, Bhubate Samutachak The effect of e-WOM on country image and purchase intention: An empirical study on Korean cosmetic products in China. International Journal of Services, Technology and Management. Vol.22, No.1-2 (2016), 18-30. doi:10.1504/IJSTM.2016.077652 Retrieved from: https://repository.li.mahidol.ac.th/handle/20.500.14594/43271
Research Projects
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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
Author(s)
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.
