Zhehui XiaoJinlong ZhangDekui LiBhubate SamutachakHuazhong University of Science and TechnologyWuhan Technology and Business UniversityMahidol University2018-12-112019-03-142018-12-112019-03-142016-01-01International Journal of Services, Technology and Management. Vol.22, No.1-2 (2016), 18-301741525X146067202-s2.0-84979519598https://repository.li.mahidol.ac.th/handle/20.500.14594/43271© 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.Mahidol UniversityBusiness, Management and AccountingComputer ScienceEngineeringArticleSCOPUS10.1504/IJSTM.2016.077652