Investigating the effect of antecedent and consequential factors of the country of origin of production on the acceptance of Iranian consumers of Chinese goods

The purpose of this study is to investigate the effect of antecedent and outcome factors of the country of origin of production on the acceptance of Iranian consumers of Chinese goods.The present study, according to the existing objectives, is an applied research and a technique used to collect information and survey data.The statistical population of the study includes consumers(citizens aged 15 to 65 years)and the sample size of the study is 384 people.In order to collect data, multi-stage cluster sampling method was used.The research tool is a researcher-made questionnaire and consists of 53 questions in the form of Likert scale.Validity or validity of research tools, using the CH method.The lavage was calculated and the Cronbach's alpha coefficient was used to measure the reliability of the research instrument.Based on the results of multivariate regression, the effect of product price variables, advertising and branding, consumer attitude towards production origin, brand image, product characteristics, consumer perception of products and socio-economic base on the acceptance of Chinese goods by Iranian consumers is significant.But the effect of attitudes toward foreign products(nationalism)with a significant level (0.592)and social and cultural factors with a significant level (0.389)on the acceptance of Chinese goods by Iranian consumers is not significant.According to the research findings, it can be concluded that despite the negative attitude towards Chinese products in the country, consumers easily accept the desired characteristics of goods and reasonable prices of Chinese goods if there is a brand image.