The purpose of this study was two-fold. First, tries to validate the correlation between country image and information search behavior toward its product. Secondly, investigate the effect of country image on the purchase intention toward its product. Well-developed questionnaire was distributed to 168 consumers residing in Seoul metropolitan area. Results of survey provided empirical support that country image is correlated to information search behavior, and also country image significantly affects purchase intention. That is, the higher perceived country image, the lower the customer's information search effort and higher purchase intention toward its product. The research results provide important message to Australia and for its products marketed in Korea.
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