Investigation of the influence of perceived risk dimensions on purchase intention with mediating role of trust in Iranian product

Today, perceived risk is an unavoidable factor in world trade today and can be considered as the cause of the opposite conclusions of a process or project. Perceived financial risk arises from uncertainty or the possibility of losing financial resources. Perceived risk can not be completely eliminated, but it can be reduced by forecasting or properly managed. Perceived financial risk affects resources, products, services, customers. The purpose of this study is to investigate the effect of perceived risk components such as financial risk, time risk, performance risk, physical risk on the intention to buy Iranian goods by evaluating the mediation effect of trust. This research is an applied goal in terms of quantitative research approach and has a descriptive survey strategy. The statistical population of this study is all customers of Iranian clothing and home appliances in East Azarbaijan province of Tabriz, of which ۳۷۷ 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 show that the dimensions of perceived risk do not affect confidence and intention to buy. In general, the effect of perceived risk components on trust has no significant effect and these components have a negative effect on the intention to buy Iranian goods. Trust has a positive effect on the intention to buy. Contrary to the results of research, the mediating role of the trust variable was not confirmed.

کلیدواژه ها:

Perceived Risk ، Financial Risk ، time risk ، Trust ، Purchase Intention