Assessment of the Effects of Consumer's Innovativeness, Emotional Values, and Competition on Their Intention to Purchase Foreign-brand Goods in Iran

Customers’ purchasing behavior is guided by a set of social behaviors. The primary purpose of this study is to structuralize and validate the relationships in a new pattern of the effects of consumer's innovativeness, emotional values, and competition on their intention to purchase foreign-brand goods. To achieve this purpose, all the clients of the appliance-supplying commercial complexes across Sanandaj, west of Iran, were considered as the study population and enrolled into the study. From the methodological perspective, this work is a correlational-applied study conducted according to a descriptive-survey method. The required data were gathered through combination and consolidation of a number of standard questionnaires, with some formal modifications. The content validity of the recognized factors was confirmed by experts and the construct validity of the developed scale by factor analysis and KMO index. The scale's reliability was investigated and then confirmed by Cronbach's alpha coefficient for all the variables. Through the data analysis, it was indicated that the raised variables are good predictors of the intention to buy foreign-brand goods. Therefore, it can be argued that a consumer’s innovativeness, emotional values, and sense of competition independently influence his or her tendency to purchase foreign-brand goods to a certain degree. The other results obtained suggest the appropriate goodness-of-fit and the good degree of approximation of the recommended model.