Perceived Luxury Value and Intent to Buy: A Case Study of the Impact of Country of Origin on Private Luxury Hospitals in North Tehran

The purpose of this study is to investigate the effect of country image on perceived value of luxury and purchase intention. The present study is a descriptive research in terms of purpose and in terms of data collection. Structural equation modeling method was used for analysis. The statistical population of this study is patients in private hospitals in north of Tehran. Thus, the sampling method is available which, given the uncertainty of the statistical population, the sample size is 384 individuals based on Cochrane's infinite population formula. Regarding the survey, the questionnaire was used for data collection. The results showed that cognitive image had a significant effect on utility value, beauty and symbolic value but its effect on economic value was rejected. The emotional image had a significant effect on the value of utilitarianism, beauty, economics, and symbolism. Among the variables of perceived luxury value, utility, beauty and symbolic value had significant effect on purchase. intention but economic value did not have significant effect on purchase intention.