Investigation of the Effect of customer satisfaction and Perceived Certainty and Risk, and Knowledge in the Purchase Intention a New Product (In study of Experimental)

Subject Areas : مدیریت

Kambiz Heidarzadeh ¹ , Masouneh Varamini ² , Mohamad Babazadehbaei ³ , Seyed Mahmud Hosini Amiri ⁴

1 - Associate Professor, Department of Management, Islamic Azad University, Tehran Science and Research Branch, Tehran, Iran
2 - M.Sc. Student , Sama technical and vocational training college, Islamic Azad University, Babol Branch, Babol, Iran
3 - M.Sc. Student , Sama technical and vocational training college, Islamic Azad University, Babol Branch, Babol, Iran
4 - Assistant Professor, Department of Management, Economics and Accounting, Payam Noor University, Tehran, Iran

Received: 2017-10-23 Accepted : 2017-10-23 Published : 2017-02-19

Keywords: Customer Satisfaction, purchase intention, Perceived Risk, Consumer Knowledge, Perceived Certainty,

Abstract :

The purpose of this paper is the Investigation of the Effect of customer satisfaction and Perceived Certainty and Risk, and Knowledge in the Purchase Intention a new Product. By using an experimental method with a 2× 2 factor design (where each of the variables such as customer’s knowledge of the product and the perceived risk of the product define in the two level, up/down and high/ low) on 200 (same sampling) customers of stores in Amol city has been taken. By using questionnaires, required data is collected. we use linear regression methods to test hypotheses. Generally the Statistics results show that the variables of customer satisfaction, Perceived certainty, knowledge (up knowledge group) and risk (low risk group) have a positive effect on purchase intention and also variables of knowledge (down knowledge group) and risk (high risk group) donot have significant effect on Purchase Itention. So suggests to producers of foods focus on variables of satisfaction, Certainty and Knowledge ( as independent factors) in present their new products