Designing and explaining the final purchasing model with the financial risk and investment approach Significance-Performance (IPMA)

Today, the purchase and risk of buying domestic products is accepted as an important and fundamental principle for the prosperity of the business environment and achieving economic growth and development. The purpose of this study is to design and explain the final purchase model using the financial risk analysis and importance-performance investment approach by examining the effectiveness of variables affecting the final purchase of Iranian goods. This research is an applied goal in terms of quantitative research approach and has a descriptive survey strategy. The statistical population of the study was consumers of Iranian goods, 377 people were calculated and selected as a sample by G-Power software. The data collection tool is a questionnaire and the structural equation model with Smart Pls software has been used to analyze the data. The results of this study showed that the variable of financial risk has a positive effect on trust and a negative effect on the intention to buy. perceived value were effective on trust and purchase intention, but unlike the results of previous research, the variable of trust had a negative effect on purchase intention, so the variable of trust was not approved as a mediator. Also, the results of the importance-performance analysis of the research model show that the variables of perceived quality, perceived value and intention to buy in the model have a very favorable situation in terms of performance and importance, but the variables of product knowledge, trust and financial risk should be effective. Reduced and removed.