The Impact of Consumer xenocentrism on the Purpose of Purchasing Foreign Products: An Analysis of the Role of the Image of the Country of Production and Brand Attitude

The purpose of this study is The Impact of Consumer xenocentrism on the Purchase intentions Foreign Products: An Analysis of the Role of the product-Country Image and Brand Attitude. This research is a descriptive survey and correlation based on the applied purpose and based on the data collection method. The statistical population of the study is foreign clothing consumers in Mashhad. The statistical sample of this study is 220 foreign clothing consumers in Mashhad (based on 4-10 number of questionnaire items) And statistical data collected during the first 6 months of 1399 by voluntary non-probability sampling method. The measurement tool in this study was a questionnaire with a five-choice Likert spectrum and included 22 items. Also, to determine the validity, content and structure validity was used, and for reliability, Cronbach's alpha was used, and the obtained value is confirmed. For descriptive analysis of data from SPSS software and to test hypotheses using structural equation modeling (SEM) with the help of Amos software are analyzed Has taken. Research findings show that consumer xenocentrism has a significant effect on the Purchase intentions Foreign Products. The product-Country Image also mediates the relationship between consumer xenocentrism and the Purchase intentions Foreign Products, Finally, brand attitude mediates the relationship between consumer xenocentrism and the Purchase intentions Foreign Products.