The study of xenocentrism factors in foreign goods purchasing intention with the mediation of perceived product quality and product attitude and moderation of cultural openness in Iran. (case study: home appliances)

Abbas Ali Hajikarimi Sari¹ Seyyed Reza Jalalzadeh² Alireza Khademi Haji Abadi³

1) Associate Professor Department of Management, Khatam University, Tehran, Iran.
2) Assistant Professor Department of Management, Khatam University, Tehran, Iran.
3) Master Business Administration, Department of Management, Khatam University, Tehran, Iran.

IOI Code : XHFH-KDEFC
Publication : The first international conference on innovation, growth and development in management, accounting and humanities(icimah.com/1st)
Abstract :
    The purpose of this study is to investigate the level of xenocentrism in the Iranian household appliance market and their inclination towards products manufactured in developed countries. As the target population is unlimited and includes all household appliance consumers, the study used the Cochran formula to distribute an online questionnaire to 395 respondents, and the collected data were analyzed using the SPLS21 software. The study indicates that Iranian consumers do not perceive themselves as ethnocentric directly, but their xenocentrism is evident through perceived product quality and attitude towards the product. Among the factors of xenocentrism, only intercultural effects were not accepted in any of the tests, indicating that Iranian household appliance consumers are not influenced by their surroundings and rely more on their past mental perceptions of the country of origin and product quality. Additionally, cultural acceptance did not have an impact on this relationship, and Iranian consumers accept products from all countries as long as they meet their quality standards.

Keywords : xenocentrism foreign goods purchasing intention perceived product quality product attitude interpersonal influences