The Impact of Cultural Values on Attitude Formation toward Cultural Products: Mediating Effects of Country Image

This study aimed to explore the influence of cultural values on development attitudes toward products and purchase intentions while considering country image as a mediating variable in this relationship. Cultural dimensions were categorized into five groups: power distance, uncertainty avoidance, individualism, masculinity, long-term orientation. A web-based questionnaire was distributed 974 Asian consumers who had purchased used foreign products. Data analysis conducted two stages: exploratory factor (EFA) using SPSS, structural equation modelling (SEM) EQS 6.4. The results revealed that individualism collectivism, masculinity significant positive impacts products, whereas orientation did not. Positive are linked high intent. Country identified mediator relationship between intention. contributes literature by identifying explaining consumer behavior, selecting consuming these consumers’ rational, emotional, reasonable It is necessary increase explanatory developing various introducing additional variables, Hofstede’s theory value. practical theoretical implications outlined conclusion.