Saeed Ahmadian - Department of Business Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran
Seyed kamran Nourbakhsh - Department of Business Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran
Ghasemali Bazaee - Department of Business Management, Central Tehran Branch, Islamic Azad University,Tehran, Iran
seyed abbas Heydari - Department of Business Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran

Product safety affects the health of the citizens of a society and improves the quality of life. Improved product safety will increase the competitive power, reduce warranty costs, and prevent the claims of liability and return of goods, compensation. Accordingly, the current study presents a conceptual model for the perception of product safety home appliances consumers. The research method in this study is the Mixed Method. This research is involved three Cognitive, Design, Evaluation Phases. Statistical Population is home appliances, consumers. Sampling in the quality phase is Targeted Sampling and in quantity phase, is systematic sampling. The cognitive phase began with library research and exploratory interviews were conducted with ۲۰ academic experts of sales, exclusive representation, repair, and warranty of home appliances. In the design phase, using a structured questionnaire compatible with the interpretive structural modeling technique. Finally, in the quantitative model evaluation phase, a researcher-made questionnaire, suitable for structural equations using partial minimum squares, was used. The questionnaire was distributed among ۳۸۴ consumers of home appliances. The fit indicators confirmed the fit of the theoretical model with the data. On the other hand, the significance level was ۰.۰۰۰۱. Therefore, the model of perception of safety for home appliance consumers is accepted with ۹۵% reliability. Designing a conceptual model for perception product safety of home appliances based on a comprehensive set of the effective factors, developing the theoretical literature in the field of the factors affecting consumer s perceived product safety, and presenting valuable results for academicians, marketing managers, and producers.

Product safety, Perception of Safety, Consumer behavior, Home appliances