Designing the model of country of origin effect on the consumer's intention to buy in the home appliance market

The purpose of this study is to design a model for the country of origin effect on the consumer's purchase intention in the home appliance market. This research was conducted by the qualitative method, an exploratory approach, and using the Grounded theory. The statistical population was the activists and experts in the field of home appliances; 11 people were selected for interview by snowball method. Finally, six selected codes were extracted by using open, axial, and selective 6-dimensional coding by the Strauss and Corbin method. These selected codes include Causal factors, pivotal factors, strategies, underlying factors, intervening factors, and consequences. After identifying that category and the relationships between them, the model of the effect of the country of origin on the consumer's purchase intention was designed. The results of the present study show that cognitive and normative dimensions of the causal factors affect the emergence of the effect of the country of origin, each of those dimensions includes several concepts. Through data analysis, we also discovered strategies and actions that are categorized in two sub-categories: producer-related actions and government-related actions. The consequences of the application of strategies are divided into two categories: micro-level and macro-level consequences.