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The Effect of the Country-of-Origin Image, Product Knowledge and Product Involvement on Consumer Purchase Decisions



Author(s)

Khosrozadeh Shirin, Heidarzadeh Hanzaee Kambiz

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DOI:10.17265/1537-1506/2011.08.004

Science and Research Branch, Islamic Azad University, Tehran, Iran

This paper discusses the influence of the country-of-origin image, product knowledge and product involvement on consumer purchase decisions. Data were collected by a questionnaire from college students. Multiple regression analysis of data from 379 respondents was used to test three hypotheses. The results show that the country-of-origin image, product knowledge and product involvement all have a significantly positive effect on consumer purchase decision. Further research should examine the different dimensions of involvement and product knowledge on consumer purchase decisions.

country-of-origin image, product knowledge, product involvement