Presenting a conceptual model of factors affecting consumers’ perception of product safety (Case study: Home appliances consumers in Mashhad)

This study aimed to design a conceptual model of factors affecting consumer safety perception using interpretive structural modeling according to experts and then model approval by home appliance consumers in Mashhad.

The research is descriptive-analytical with a mixed-method approach. The qualitative statistical population includes 20 academic experts and exclusive representatives of repair and warranty of home products, and the quantitative statistical population includes 384 consumers of home appliances. Due to the lack of relevant research background, a combined method was employed; in the cognitive phase, content analysis; in the design phase, interpretive structural modeling technique and structural equations using partial minimum squares were employed in the evaluation phase. Finally, the current status of the enumerated factors from a small statistical population using the t-test of a sample is examined.

The fit indicators confirmed the fit of the theoretical model with the data. The model of perception of safety for home appliance consumers is accepted with 95% reliability.

Product-related factors, customer knowledge and awareness, demographic characteristics, advertising and marketing, sociocultural factors, instructions and labels, seller-related factors, and customer orientation and training affect consumer perception of product safety.