Investigation of the influence of perceived risk dimensions on purchase intention with mediating role of trust in Iranian product

Today, perceived risk is an inevitable factor in global trade and it can be considered as the cause of reverse conclusions of a process or project. Perceived financial risk is resulted from absence of reliability or possibility of losing financial resources. Perceived risk cannot be completely eliminated but it can be predicted, reduced or managed properly. Perceived financial risk can influence on resources, products, services, and customers. This research aims to investigate the influence of perceived risk constructs including financial risk, time risk, performance risk, physical risk on Iranian product purchase intension with mediating role of trust. In terms of target, it is an applied research and in terms of data analysis, it is a quantitative research with descriptive-survey approach. The statistical population of the research included all customers of Iranian clothing and home appliances in Tabriz City, Iran. 377 people were selected as sample members by means of G-power software. A questionnaire was used for to collect data. Structural equations modeling technique in Smart PLS software was used to analyze data. The results show that financial risk and performance risk do not influence on trust but time risk and physical risk have positive impacts on trust. Further, three constructs financial risk, time risk and physical risk do not have any influence on purchase intension and performance risk has a positive impact on purchase intension. Therefore, the constructs of perceived risk do not have generally any influence on trust and they have negative impacts on Iranian product purchase power. Moreover, trust has a positive influence on purchase intension. Contrary to the results of similar studies, the mediating role of trust was not confirmed.