The impact of consumption values on purchase intention (Case Study: Hamrahe Aval and Irancell)

Consumer behavior is a controversial and challenging issue that includes people, what they are buying, why and how they buy them, marketing and combination of marketing and market. In the present era, man is not considered as merely a consumer of the created-value by the producers, but has rather an undeniable role in production cycle and through this seeks to gain identity, imagination, sense, value and experience. Thus, regarding the significance of the topic and the small amount of research done on the on it so far, present study examined the impact of consumption values on purchase intention. In terms of aim, this study is application–development and in terms of data collection procedures is a description of the correlation’s branch. To collect data, this study used a standard questionnaire, and the data was then analyzed through statistical tests in SPSS and SmartPLS software. Statistical population and sample clients were users of two Iraninan mobile operators, Hamrah Aval and Irancell . Size of the sample was determined using indefinite population formula. The results of data analysis indicate that the consumption value of services provided by the mobile operators will have an influence on customer's purchase intention. In addition, among factors of consumption values, functional and conditional values have significant effects on purchase intention; however, the impact of social, emotional and epistemic values on purchase intention was not confirmed.