Investigating the Effect of Effective Factors on Actual Purchase with The Mediating Role of Purchase Intention and The Moderating Role of Iranian Product Type

Abstract

Purpose: The main purpose of this study is to investigate the effect of factors affecting the actual or final purchase of Iranian goods by evaluating the mediation effect of purchase intention and the moderating role of Iranian product type. Methodology: This research is an applied goal in terms of a quantitative research approach and has a descriptive survey strategy. The statistical population of this study is all customers and consumers of Iranian clothing and home appliances in East Azarbaijan province of Tabriz, of which 377 people were calculated and selected as a sample by G-Power software. The data collection tool is a questionnaire and the structural equation model with Smart Pls software has been used to analyze the data. Findings: The results show that the variables of product knowledge, perceived quality, and perceived value have a positive and significant effect on the intention to buy Iranian goods, also the variables of product knowledge and perceived value have a positive and significant effect on the actual purchase of Iranian goods. Contrary to the results of research, the perceived quality variable does not have a positive and significant effect on actual purchases. The mediating role of the purchase intention variable was confirmed for the relationship between product knowledge and perceived value with the actual purchase. The product type variable only modulates the causal relationship between product knowledge and actual purchase. This section presents the main findings of the study (usually with statistical significance). Originality/Value: The results of this research provide completely correct, accurate, and clear information about consumers' attitudes toward Iranian goods. These results can be a roadmap for manufacturers to strengthen and improve the market share of Iranian goods by increasing the quality and providing knowledge about the performance of Iranian goods and increase confidence.

Keywords

• perceived value
• actual purchase
• product knowledge
• purchase intention
• perceived quality