Abstract
Today, the international business market is extremely competitive and there are many new ideas used to attract customers. Customers have many options when buying products. However, there are many elements that affect the success of the product and the customer's willingness to buy it. In this paper, based on a deductive method and using the structural equation modeling (SEM) the authors investigate country-of-origin image and how it is focused on the customer's willingness to purchase. The statistical sample, n = 400, Master's students from the University of Guilan in Iran, data was collected via questionnaires. The results show that attitude and country-of-origin image can have a significant impact on students' willingness to purchase.
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