Cosmopolitanism and the Mediating Effect of Country Image on Consumers’ Purchase, Visit and Investment Intentions

The paper aims to understandthe mediating effect of country image on the relationship between consumer cosmopolitanism and consumers’ purchase, visit and investment intentions towardsa foreign country, considering the moderating effects of ethnocentrism, materialism, product familiarity, and visits to a country in a global market. The following research questions are investigated: (1) What is the mediating effect of Country Image on the relationship between consumer cosmopolitanism and consumers’ purchase (PI), visit (VI) and investment (II) intentions, considering the moderating effects of consumer ethnocentrism, materialism, product familiarity, and visits to a country?, and (2) How the effect of the moderating variables consumer ethnocentrism, materialism, country product familiarity and visits to a country, influence the relationship between CI dimensions and consumers’ PI, VI and II towards a foreign country? Four hundred and fifty-seven valid responses from international consumers were collected through a questionnaire measuring country image dimensions, namely country cognitions and country affect, consumer dispositions toward foreign countries, and consumer behavioural intentions. These results show that country cognitions and country affect have a positive mediating effect on the relationship between consumer cosmopolitanism and consumers’ PI, VI and II. Findingsindicate that the country image dimensions mediate the relationship between consumer cosmopolitanism and consumers’ purchase, visit and investment intentions.