An Empirical Study of Iran’s Hand Woven Product Market

The production of carpets has been an economic pillar of Iran for more than four hundred years. In time that the carpet industry was booming because of the reputation and demand for Iranian carpets in worldwide market and also because of the development of the Iranian urban carpet workshops, Europe’s tendency toward this industry revolutionized the organization of production. Albeit, Iranians handwoven has been still keeping its first and foremost position in the global market. Therefore, this work tries to investigate the purchasing intention of Iranian’s handwoven Persian Carpets from customers’ standpoint. In this study, the primary data are under consideration in such a way that questionnaires are structured as a paper questionnaire that respondents complete all alone. When the questionnaire is arranged and structured by shrouded steps in the past segment, it is separated into twelve sections. The first section of the questionnaire guarantees that the correct respondent will continue through the survey. A group of 50 respondents have been chosen aimlessly from the population to pre-test the questionnaire. Finally, 300 respondents from the population had been chosen by chance and were presented the questionnaire to respond. The most generally utilized software for statistical examination is PLS and IBM's SPSS. Totally, 10 hypotheses were developed to be investigated in this study so as to indicate the association between attitudes as functions and consumer's purchasing intention. The result of the analysis and collected information from previous studies are consistent with each other. iv All in all, we found out that attractiveness of a product not only has a positive effect on consumers’ attitude but also the relationship between attractiveness and mediator perceived value is a full mediation. Additionally, the results of our study revealed that both utility and originality play a part as partial mediators between perceived value and attitude toward purchasing Iranian carpets. Keywords: Coolness, Attractiveness, Utility, Originality, Perceived Value, Purchasing Intention, Iranian Carpet.