The Effect of Country of Origin Image and Product Knowledge on Purchase Intention: The Role of Gender

In modern and competitive era which global marketing is growing day by day, consumer perceptions towards product country-of origin has changed from one to other new perspective. The growing use of electronic devices in Iran such as Laptop is among relevant to be studied. Thus, this study aims to investigate the effect of country-of-origin image and product knowledge on purchase intention by considering the role of gender. Data were collected from a questionnaire from students of science and research Azad University. A total of 380 questionnaires were distributed with simple random sampling method Data were analyzed based SPSS and LISREL software were applied for analysis and comparison of data The results indicate that the country-of-origin image, product knowledge all have a significantly positive effect on purchase intention