Radiation-induced coupling between A and B excitons in ZnO is theoretically studied. Considering the center-of-mass motion of excitons in bulk and thin film structures, we calculate the eigenmodes of an exciton-radiation coupled system and reveal the ratio of each excitonic component in the respective eigenmodes, which is determined from diagonalization of the self-consistent equation between the polarization and the Maxwell electric field. In particular, in a nano-to-bulk crossover size regime, the large interaction volume between multipole-type excitonic waves and radiation waves causes radiative coupling between excitons from different valence bands, which leads to an enhancement of the radiative correction. The results presented in this study are in striking contrast with the conventional view of the optical response of excitons in ZnO, where A and B excitons are independently assigned to their respective spectral structures. We demonstrate an alternative spectral assignment of nonlinear optical signals by focusing on the degenerate four-wave mixing.