Abstract:
The aim of this research was to investigate the factors affecting the purchase intention of Iranian carpet customers in Afghanistan, which was evaluated based on the Theory of Planned Behavior. Based on the tests conducted on the conceptual model of this research, the conceptual model of the study possesses a suitable fit in relation to predicting dependent variables through independent variables. From the perspective of purpose, this research is applied, and from the perspective of implementation method, it is descriptive-analytical. The statistical population of this research is all citizens of Herat province, Afghanistan. The statistical sample, based on the Krejcie and Morgan table, is 384 people, which were selected using the simple random sampling method. The questionnaire designed to evaluate the factors affecting purchase intention consists of five constructs and 17 items. Based on the tests conducted on this questionnaire, it possesses appropriate validity and reliability. A total of 400 questionnaires were distributed among the statistical population of this research, 330 questionnaires were collected, and finally, 312 of them were suitable and, after cleaning, coding, and ordering, were entered into the SPSS25 program for analysis. The analysis of the respondents' characteristics was performed using descriptive statistics based on SPSS25, and for the analysis of variance data to confirm or reject the hypotheses, the Structural Equation Modeling method was utilized using SmartPLS3 software. The results of the analysis of this research indicate that all the hypotheses of this research were confirmed and the research was accepted.
Machine summary:
Application of the Theory of Planned Behavior on Purchase Intention (A Case Study of Iranian Carpets in Afghanistan) Ali Reza Habibi 1, Alikhan Samimi 2 1 Professor and faculty member of the Faculty of Business Management, Ahlulbayt International University (Corresponding Author) 2 Master's student in International Business Management, Ahlulbayt International University Abstract The aim of this research was to investigate the factors affecting the purchase intention of Iranian carpet customers in Afghanistan, evaluated based on the Theory of Planned Behavior.
Based on conducted research, behavioral intention is an important tool in predicting behavior; therefore, in this research, the factors affecting the purchase intention of Afghan customers toward foreign carpets (the Iranian carpet brand in Herat province, Afghanistan) are examined within the framework of the Theory of Planned Behavior 1 Theory of planned behavior is addressed; the Theory of Planned Behavior was expanded and developed by Ajzen in 1985 based on the Theory of Reasoned Action, and this theory predicts an individual's behavior provided that the individual has the intention to perform the behavior.
This research seeks to investigate the factors affecting the purchase intention of Afghan customers for foreign carpets (Iranian carpet brands in Afghanistan province) using the Theory of Planned Behavior.
Table 7 Summary of research hypothesis results {Refer to the attached table file} (Refer to the page image) Discussion and Conclusion The present research was conducted to investigate the impact of factors affecting the purchasing behavior of Afghan customers regarding Iranian carpets using the Theory of Planned Behavior (TPB) and the Structural Equation Modeling (SEM) method.
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