Investigating the Factors Affecting Consumer Purchasing Behavior through the Mediating Role of Client's Intention Based on the Theory of Planned Behavior

The purpose of this study was to investigate the factors affecting consumer purchasing behavior through the role of mediating customer preferences based on the theory of planned behavior in the customers of Saipa Automobile Company. The statistical population of this research was customers of Saipa automobile company, whose number is unlimited, according to Morgan table, 384 people were obtained. The present research is based on the purpose of the application and based on the nature and method of data collection, there is a descriptive-causal type and, in terms of data type, quantitative. A standard questionnaire consisting of 38 questions based on the Likert range of 7 options was designed and collected and collected in the research sample. The reliability of this questionnaire was confirmed by Cronbach's alpha and all the values ​​in the standard range were confirmed. The results of research hypothesis showed that the factors affecting consumer purchasing behavior through the mediating role of customer's desire based on the theory of planned behavior among the customers of the automobile company Saipa is influential.