بررسی تاثیر باورها و ارزشهای ادراک شده از برند بر رفتار و نگرش مصرفکنندگان. (Persian)

Investigating the Impact of Perceptions of Foreign Home Appliance Customers on Behaviors and Attitudes. (English)

The subjective evaluation of the consumer, which is created by the interpretation and meaning of the concepts of information about the product and service that he receives. Because, by observing and examining the products and services they receive from the organization, customers give psychological feedback and perception of the quality of the product and service in their minds. The aim of this study was to investigate the effect of consumer perceptions on the behaviors and attitudes of consumers of foreign home appliances in Mashhad. This research is a survey description based on the applied purpose and in terms of data collection method. The statistical population in this study are consumers of foreign home appliances in Mashhad. The sample size was determined based on 5-10 times the number of items (23 * 10) 230 people and the questionnaire was distributed among them in a non-probabilistic way. The data collection tool in this study is the standard questionnaire of Chong and Kim (2019) which was used to confirm the reliability of the questionnaire from Cronbach's alpha and for validity of the questionnaire from face validity and confirmation of experts and construct validity using factor loads. Validity is a questionnaire. Also, data analysis was performed by structural equation modeling method using Amos and SPSS. The results indicate that consumer perceptions have a positive and significant effect on consumer behaviors and attitudes. Perceived beliefs about the brand do not have a significant effect on brand loyalty, but have a significant positive effect on the intention to buy and the intention to buy recommended, and finally, perceived values of the brand have a significant positive effect on brand loyalty and intention to buy, while the intention to buy recommendation. Has no significant effect. [ABSTRACT FROM AUTHOR]

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