The Effect of Country of Origin and Product Evaluation on Purchase Intention

The main purpose of this study is to explore the influence of the country-of-origin, product quantity and product involvement on consumer purchase intension in mobile phone. Structured questionnaires and simple random sampling were used. Samples were collected from students in Selective University in the Iran. A total of 400 questionnaires were distributed with simple random sampling method Data were analyzed based on Partial Least Squares using PLS. The main objectives of this study are to explore the influence of country of origin (COO) relative to other product attributes in consumers’ evaluation of domestic and foreign products hypothesis. The main findings demonstrate that the country-of-origin, product quality and product involvement all have a significantly positive effect on consumer purchase decision in foreign product (mobile phone) compare to local goods.