An Investigation of Effective Factors on Consumers’ Purchase Intention toward Foreign Merchandise (Case study: Customers Esfahan Foreign Clothing Industry)

This study entitled "Analysis of effective factors on consumers' tendency to purchase the foreign products" investigates the effective factors on consumers' tendency to purchase the foreign products in apparel industry. In this study there is a main hypothesis (which investigates the significance of the impact of the effective factors on consumers' tendency to purchase the foreign products) and there are seven lateral hypotheses (which investigates the significance of the impact of appearance maintaining, group endorsement separately on attitude and the significance of the impact of appearance maintaining, group endorsement, attitude, subjective norm and Perceived behavioral control on foreign products purchase intention).This study, from the purpose point of view can be considered as an applicable study and survey in terms of method of execution with correlation approach.Study samples consumers of foreign apparel which selected on the simple random sampling method from unlimited number of this industry consumers.Data collection tool in this study is24 question questionnaire designed by researcher and its validity was acknowledged by supervisor and advisors professors and management experts.The reliability of questionnaire was also confirmed by the Alpha index of 96%. The questions of questionnaire are divided into demographic and main questions for testing hypotheses.From the 200 distributed questionnaires 189 were back (rate of return= 94%) and used to analyze data. Collected data were analyzed by SPSS and AMOS software through two levels of statistical tests: descriptive level which involves frequency, percentage, cumulative percentage,mean and standard deviation and perceptive level which involves regression modeling,ANOVA,nonparametric test of Kolmogorov-Smirnov and nonparametric test of Friedman. Study findings based on structural equation outputs suggested appropriate goodness of fit indices GFI and DF.According to the results,all of study hypotheses were Apart from the seventh hypothesis supported. Study results also showed that second lateral hypothesis (Face Savingon the purchase of foreign goods) has the most effect with path coefficient (regression weight) of 0.385 and 7th (Perceived behavioral control on intention to purchase foreign goods) lateral hypothesis with path coefficient (regression weight) of 0.053 has the least effect.