This study investigated the effects of shopping value and Korean nation image on post-shopping satisfaction, word-of-mouth intention, and revisit intention when shopping for Korean fashion brands in China. A total of 495 data were analyzed by factor analysis, reliability analysis, ANOVA, Ducan test, and regression analysis using SPSS 25.0. The results of the study are summarized as follows. First, the Chinese consumers' shopping value factors were hedonic and utilitarian. Four groups, including active, hedonic, utilitarian, passive shopping groups, practical shopping groups, and passive, were classified based on shopping value factors. Second, the influence of shopping value on the national image, post-shopping behavior was significant. The higher the shopping value, the more positive the national image, the higher the satisfaction level, the higher the revisit degree, and the greater the influence of hedonic shopping value. Third, Korea's national image significantly impacted satisfaction, word-of-mouth intention, and revisit intention post-shopping. In particular, satisfaction was the highest in the effect of Korea's national image on post-shopping behavior, followed by word-of-mouth intention and revisit intention. Fourth, the national image, post-shopping satisfaction, word-of-mouth intention, and revisit intention showed differences in consumer groups according to shopping value. The hedonic shopping group had the highest national image, post-shopping satisfaction, word-of-mouth intention, and revisit intention compared to other groups. In contrast, the passive shopping group was lower than the other group. Chinese consumers with high hedonistic shopping value had a positive Korea's national image, which positively affected post-shopping behavior. These results concluded that the relation between country image toward Korea and store attributes was significant for establishing a successful global marketing strategy.