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

摘要：

　　Country image is viewed as the overall perception of consumers from a particular country, based on their prior perception of the countrys 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.

关键词： Country image e-WOM Purchase intention Korean cosmetic products

作者: Dekui Li Jinlong Zhang Zhehui Xiao Xiang Wu

作者单位: School of Management, Wuhan Yangtze Business University, Wuhan, 430065, China;School of Management, School of Management, Huazhong University of Science and Technology, Wuhan, 430074, China

会议类型: 国际会议

会议名称: The Thirteenth Wuhan International Conference on E-Business(第十三届武汉电子商务国际会议)(WHICEB2014)

会议地点: 武汉

会议语种:英文

页码: 324-331

在线出版日期: 2014-05-31（万方平台首次上网日期，不代表论文的发表时间）