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

机译:中国韩国产品的国家形象,电子口碑和购买意愿-以韩国化妆品为例

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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 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.
机译:国家形象被视为来自特定国家/地区的消费者的总体感知,这是基于他们先前对该国生产和营销优势和劣势的感知,并且这种形象会影响顾客的购买意愿等态度。国家形象,电子口碑和外国产品购买意向之间的关系。基于文献,构建了一套完整的结构和假设,并采用了一种测试方法,并构建了一份问卷,并从北京和上海的255个客户那里收集了数据结果表明,国家形象会通过e-WOM影响韩国化妆品的购买意愿。

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