Investigating the role of commercialization on purchase intention

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Introduction
During the past few years, there have been many studies associated with commercialization of products and services around the world (Schmidt-Mohr & Villas-Boas, 2008).Ardichvili et al. (2003) constructed on existing theoretical and empirical investigations in the area of entrepreneurial opportunity identification and development.It utilizes Dubin's theory (1969) building framework to develop a theory of the opportunity identification process.It detected entrepreneur's personality traits, social networks, and prior knowledge as antecedents of entrepreneurial alertness to business opportunities.Bagchi-Sen (2007) studied the relative importance of alliances as an innovation strategy utilized by US biotechnology companies.According to Bandarian (2007), commercial potential is the opportunity of commercialization of the candidate technology.
According to Barney (1991), understanding origins of sustained competitive advantage plays essential role in strategic management.Barney (1991) examined the link between company resources and sustained competitive advantage by constructing on the assumptions that strategic resources were heterogeneously distributed across business units and that these differences become stable over time.Boehm and Hogan (2013) extended industrial marketing's B-2-B model by looking at public sector participants in collaborations in order to study the process of building scientific-knowledgecommercialization collaborations.They reported that retention was a catalyst for improving established collaborations to facilitate the commercialization of scientific knowledge through repeated projects.Collaborators become loyal and committed because they are in agreement with the overall relationship, commercialization service as well as quality.It is basic role that all collaborators understand each other's roles and motive as incongruities hamper the development of productive collaborations.Besides, universities require to develop a bigger appreciation of the role of satisfaction.Overall, the study explained the importance of repeat collaborations and the development of mutual advantages, which facilitate scientific knowledge commercialization.The study also showed how contextual differences influence on scientific knowledge commercialization in both Ireland and Germany.

The proposed study
The proposed study of this paper investigates the role of commercialization on purchase intention through the following study, where N is the sample size, and e=0.05, the number of sample size is calculated as N=230.The study has designed a questionnaire and distributed it among some randomly selected people.Cronbach alpha has been calculated as 0.833, which is well above the minimum acceptable level.In our survey, 67% of the participants were male and 33% of them were female and over 81% of them had, at least, 5 years of job experiences.

Conclusion
In this paper, we have presented an empirical investigation to study the effects of different factors on purchase intention in auto industry.The study has designed a questionnaire and distributed it among some randomly selected people who owned Iranian cars in city of Tehran, Iran.Using structural equation modeling, the study has confirmed that competitive condition, product development strategy, competitive advantage and economic growth influence positively on customers' intention to purchase.

Fig. 1 .
Fig. 1.The proposed studyAs we can observe from Fig.1, the study investigates the effects of four factors including competitive condition, product development strategy, competitive advantage and economic growth on customers' intention to purchase.The proposed study has been applied on regular customers in auto industry in city of Tehran, Iran.The sample size is calculated as follows, Fig. 2. P ts of Fig. 2, pecialty.

Table 1
The results of testing the effects of various factors on purchase intention