Development of a conceptual model for the perception of product safety in home appliances consumers (Case study: home appliances consumers in Mashhad)

Subject Areas : business management

saeed ahmadian ¹ , seyed kamran Nourbakhsh ² , Ghasemali Bazayee ³ , Seyed Abbas Heydari ⁴

1 - Department of Business Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran.
2 - Department of Business Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran.
3 - Department of Business Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran.
4 - Department of Business Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran.

Received: 2020-11-28 Accepted : 2021-01-18 Published : 2021-03-21

Keywords: Product safety, consumer perception of safety, consumer perception, Safety of Home appliance,

Abstract :

Product safety affects the health of the citizens of a society and improves the quality of their life. Accordingly, the current study presents a conceptual model for the perception of product safety in home appliance consumers. The research orientation is descriptive-analytical, using a mixed-method approach. In this research, content analysis, interpretive structural modeling technique, structural equations using partial minimum squares were employed. Data library research and exploratory interviews, questionnaires were used. In the cognitive and design phases were statistical population Experts and In evaluation, phase home appliances consumers in Mashhad. Theoretical and convenience sampling methods were employed in this study. The Validity through content Validity, partial minimum squares was measured. Reliability obtained test-retest reliability, intercoder reliability, Cronbach's alpha coefficients, Combined reliability were evaluated. The model of perception of safety for home appliance consumers was accepted with 95% reliability. Designing a conceptual model based on a comprehensive set of significant factors develops the theoretical literature in this field; it presents valuable results for academicians, marketing managers, and producers.