Given the significant growth in user-generated textual information on the internet and the increase in online purchases, understanding consumer behavior in this digital space has become a captivating research area. The primary objective of this research is to investigate the factors influencing online purchase intention, with an emphasis on the moderating roles of gender and blood type in the context of "24 Mah Perfume" online store. This study is applied in terms of its objective and descriptive-survey in methodology. The statistical population includes customers of "24 Mah Perfume" online store during the period from winter 2024 to September 2025. A sample size of 384 individuals was selected using Cochran's formula and convenience sampling method. Data were collected using a researcher-developed questionnaire. For data analysis, Structural Equation Modeling (SEM) was employed using SmartPLS software, along with descriptive statistics using SPSS. To examine the moderating roles, model comparisons were conducted across different gender and blood type groups. The findings indicate that attitude towards online shopping, perceived risk, hedonic motivation, psychological factors (trust and purchase security), website design, technology readiness, and compatibility with online shopping all have a positive and significant effect on online purchase intention. Regarding the moderating variables, blood type plays a significant moderating role in the relationship between attitude towards online shopping, website design, and compatibility with online shopping on online purchase intention. Furthermore, gender only moderates the relationship between perceived risk and online purchase intention. These results are highly significant for online retailers and marketers, as they provide insights to better understand the factors influencing online purchase intention and to optimize their marketing strategies and website design, thereby improving the customer shopping experience, by considering gender and blood type differences.