The purpose of this study is to examine the effects of co-branded products attributes and consumers characteristics on customers' purchase intentions, as well as the mediating effects of perceived value. And examine that patriotic consumption on the differences of attitudes in domestic products and foreign products. And analyze differences in the results of path analysis were examined through multi-group according to the product type. The results were as follows. First, in the case of Chinese products, consumers with high Guoqiao in all factors showed higher average values than consumers with low values. On the other hand, in the case of foreign products, contrary to expectations, consumers with high Guoqiao in all factors except innovativeness showed higher average values than consumers with low values. However, in terms of purchase intention, in the case of consumers with a high (high) ‘Guoqiao,’ the purchase intention for Chinese co-branded products was higher than that for foreign products. Second, all product characteristics factors have a positive (+) effect on the perceived value, and product suitability has the greatest effect among them. Among consumer characteristics, innovativeness and face, excluding uniqueness, were found to have a positive (+) effect on perceived value, and among them, consumer innovation had the greatest effect. It was found that all factors of product characteristics and consumer characteristics had a positive (+) effect on purchase intention, and among them, uniqueness had the greatest effect. Perceived value was shown to have a positive (+) effect on purchase intention. In addition, it was found that the perceived value had a mediating effect in relation to purchase intention for all other factors except for scarcity and uniqueness. Third, in the results of multi-group comparative analysis, it is confirmed that there are differences in domestic products group and foreign products group. In particular, in the ‘perceived value → purchase intention’ path, the path coefficient value of domestic products group(B=.365) was the largest.
