The Effect of Country of Origin Image and Product Knowledge on Purchase Intention: The Role of Gender

Case Studies Journal ISSN (2305-509X) – Volume 6, Issue 6 June-2017

6 Pages Posted: 15 Jul 2019

See all articles by Hossein Vazifehdoost

Hossein Vazifehdoost

Islamic Azad University (IAU) - Department of Accounting

Mahmood Ghanbari

Islamic Azad University (IAU) - Department of Business Management

Date Written: June 2017

Abstract

In modern and competitive era which global marketing is growing day by day, consumer perceptions towards product country-of origin has changed from one to other new perspective. The growing use of electronic devices in Iran such as Laptop is among relevant to be studied. Thus, this study aims to investigate the effect of country-of-origin image and product knowledge on purchase intention by considering the role of gender. Data were collected from a questionnaire from students of science and research Azad University. A total of 380 questionnaires were distributed with simple random sampling method Data were analyzed based SPSS and LISREL software were applied for analysis and comparison of data The results indicate that the country-of-origin image, product knowledge all have a significantly positive effect on purchase intention.

Keywords: country of origin, product knowledge, purchase intention

Suggested Citation

Vazifehdoost, Hossein and Ghanbari, Mahmood, The Effect of Country of Origin Image and Product Knowledge on Purchase Intention: The Role of Gender (June 2017). Case Studies Journal ISSN (2305-509X) – Volume 6, Issue 6 June-2017, Available at SSRN: https://ssrn.com/abstract=3419363

Hossein Vazifehdoost

Islamic Azad University (IAU) - Department of Accounting ( email )

ahvaz
Iran

Mahmood Ghanbari (Contact Author)

Islamic Azad University (IAU) - Department of Business Management ( email )

Iran

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