Exploring Factors Influencing on Iranian Goods Knowledge Adoption in Social Media

Estimating the effective factors of Iranian goods adoption through induction processes is a much neglected area of research. The aim of this study, however, is to explore the effective factors on the Iranian goods adoption knowledge in social media. Mixing the meaning-making theory, social influence theory, information rich theory, fear attraction theory, and potential contribution method, a model for the Iranian goods adoption knowledge was constructed. This is a practical research which follows a descriptive-survey method. The research population is the customers of Pars-Khazar company in the social media, 127 of whom were selected through census sampling. The research sample answered to a 5-point likert scale. SPSS and PLS smart software were used for data analysis. This study tested the intervention variable of trust in the process of Iranian goods adoption knowledge. The findings showed that the knowledge richness had a significant positive effect on trust in general, and trust in Iranian goods adoption through knowledge quality, knowledge consensus, and knowledge richness in particular.