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Consumer behavior is a controversial and challenging issue including people, what, why and how they buy, as well as marketing and combination of marketing and market. In contemporary, man is not considered as merely a consumer of the created-value by the producers, but has rather an undeniable role in production cycle and through this seeks to gain identity, imagination, sense, value and experience. Thus, regarding the significance of the topic and the fewer research conducted, present study examined the impact of consumption values on purchase intention. In terms of aim, this study is applied and in terms of data collection procedures it is descriptive using correlation. For collecting data, a standard questionnaire were used and the data was analyzed through statistical. Statistical population and sample size were users of two Iranian mobile operators, HamrahAval and Irancell. Sample Size was determined using indefinite population formula. Results indicated that the consumption value of services provided by the mobile operators affects customers' purchase intention. In addition, among consumption values factors, functional and conditional values have significant effects on purchase intention; however, the impact of social, emotional and epistemic values on purchase intention was not confirmed.

Keywords: consumption values, Consumer behavior, purchase intention

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