Abstract
The study aims to investigate the influence of Country Image (CI) on Visit Intention (VI), with a focus on the mediating role of Purchase Intention (PI) and moderating role of personality types. To accomplish this, a quantitative research approach was employed to contribute to the existing body of knowledge. Cross-sectional data was collected, utilizing an explanatory research approach. The target population consisted of individuals residing in Pakistan who use mobile phones made in China. Purposive sampling was employed to gather data, with an initial distribution of 25 questionnaires for pre-testing, followed by the distribution of 330 questionnaires. Ultimately, 299 completed and valid responses were obtained for analysis, addressing various research questions related to demographic profiles and constructs assessing CI, PI, and VI, to explore their relationships. The analysis reveals significant indirect effects for three critical variables: Country Image (CGPS), Economic Work (Eco Work), and Environment Labor Work Condition (ELW). The results demonstrate that these variables exert a noteworthy influence on Visit Intention through the mediating factor of Purchase Intention. Lastly, the results observed the moderating effect of personality types on observed variables. The strength of these indirect effects is substantiated by high beta coefficients and statistically significant t-statistics.