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- W2508082135 abstract "Globalization of business environment has brought major changes to consumption patterns. These changes demand new approaches to marketing and specifically international marketing. One of these important approaches is consumer affinity. So in this study, we try to investigate the influence of consumer affinity on the willingness to purchase and the willingness to pay for foreign goods. This study is a descriptive –correlational type. The statistical population of the study includes the consumers in Chabahar city, which 200 of them who have been selected using available sampling, responded to the study’s questionnaire. The reliability of the questionnaires was confirmed through Cronbach's alpha, furthermore, the questionnaires were prepared with high content validity (according to experts). The collected data analyzed using SPSS software and were tested using hierarchical regression test. The results showed that consumer affinity impacts the willingness to purchase and the willingness to pay more for foreign goods and product knowledge is moderating the relationship between the two." @default.
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- W2508082135 date "2016-07-17" @default.
- W2508082135 modified "2023-09-26" @default.
- W2508082135 title "The impact of consumer affinity on the willingness to purchase and the willingness to pay for foreign products" @default.
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