Authors : Abdollah Norouzi and Kamal Ghalandari
Abstract: The purpose of this study focuses on the role the influence of country of origin on Iranian consumers purchase decision. More specifically, we examine the effect of country of origin on some of the variables related to consumer mental processes e.g. information search intention, purchase intention and product evaluation to demonstrate that how the former influences the latter. The subjects were 311 consumers of laptop in Iran. Structural Equation Modeling (SEM) with Lisrel software was used for the data analysis. The results show that country of origin has a positive and significant effect on information search intention, purchase intention and product evaluation by consumers. On this basis, country of origin is a factor influences the purchase intention process. Results show that among the considered variables, country of origin has the most effect on consumer search intention and help the consumer in using existing information and \or information search.
Abdollah Norouzi and Kamal Ghalandari, 2016. The Influence of Country of Origin on Iranian Consumers Purchase Decision. International Business Management, 10: 3308-3312.