Objective: Purpose is to study the role of customer knowledge interaction and intention to buy consumers in the electrical industry with an information behavior approach.
Method: Develomental qualitative method was used. Population included experts in marketing and consumer behavior, especially in the electrical industry. Via targeted snowball method sample of 14 experts were selected for a semi-structured interview. Content analysis method based on data foundation theory was conducted. appropriate codes were assigned to different parts of the data and concepts were determined. In conclusion, through selective coding, the categories were refined and the main dimensions of the research emerged in the form of causal, pivotal, contextual, intervening, strategies, and consequences.
Findings: Findings disclosed that information behavior including: Knowledge for the customer, of the customer, about the customer, and personal characteristics as causal factors affect the behavioral tendencies of customers. Behavioral tendencies also make purchasing decisions. On the other hand, marketing factors - product, price, location, promotion and process management, as the prevailing context, affect the intention to buy. Also, environmental factors and internal capabilities of the company, in the form of intervening conditions, affect the intention to buy consumers in the electrical industry, which ultimately creates added value for the company and customers.
Conclusion: Results disclosed that customers behavioral tendencies are strongly influenced by their knowledge of electrical industries and products.
