Journal of Advertising and Sales Management

Journal of Advertising and Sales Management

Investigating the Factors Affecting the Online Purchase Intention According to Moderating Role of Blood Group and Gender (Case Study: Mah 24 Perfume Store)

Authors
Hamid Salari Dogh Abadi 1
Abbasali Rastgar 2
Mahdieh Vishlaghi 3
1 1. MSc. Student, Faculty of Economics, Management and Administrative Sciences, Semnan University, Semnan, Iran
2 Professor, Faculty of Economics, Management and Administrative Sciences, semnan university
3 Ph.D. in Public Administration, Faculty of Economics, Management and Administrative Sciences, Semnan University, Semnan, Iran
10.22034/asm.2026.2084828.3502
Abstract
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.
Keywords
Attitude towards Online Shopping
Perceived Risk
Hedonic Motivation
Psychological Factors
Website Design
Personal IT Innovation
Subjects
اسفندی، الهام و خرازیان، مریم. (۱۳۹۹). بررسی تأثیرگذاری مزایای درک‌شده بر شکل‌گیری نگرش به خرید آنلاین (مطالعه موردی: گروه نعمت البرز ایرانیان). دومین کنفرانس حسابداری و مدیریت.
جزایری، سیده سادت. (۱۴۰۰). بررسی عوامل مؤثر بر قصد خرید آنلاین در ایران: مطالعه بازارهای مد و لباس. هفتمین کنفرانس بین‌المللی پیشرفت‌های اخیر در مدیریت و مهندسی صنایع.
درویشی سلوکلایی، داود و رمضانیان، سیده سعیده. (۱۳۹۹). ارزیابی عوامل مؤثر بر رفتار مصرف‌کننده در خرید آنلاین با تکنیک دیمتل فازی (مطالعه موردی: مشتریان دیجی‌کالا). پنجمین کنفرانس بین‌المللی پژوهش‌های نوین حسابداری، مدیریت و علوم انسانی در هزاره سوم، کرج.
رستگار، سارا و حاجی‌پور شوشتری، عبدالحمید. (۱۳۹۹). شناسایی انگیزه‌ها و موانع خرید آنلاین از فروشگاه‌های آنلاین دیجی‌کالا با نقش میانجی نگرش مشتری. چهارمین همایش ملی اقتصاد، مدیریت و حسابداری ایران، جیرفت.
رستگار، عباسعلی؛ علی پور، سیما و اصغری نجیب، مریم. (1400). ارائه مدل علّی متغیرهای مرتبط با قصد خرید مجدد در حراج آنلاین B2C.  چشم انداز مدیریت بازرگانی، 20(45)، 144-168
شهباز، عرفان و رستگار، عباسعلی. (1400). تأثیر گروه خونی بر بطالت اجتماعی با نقش میانجی تیپ شخصیتی دیسک (موردمطالعه: کارکنان شرکت شاتل تهران) پژوهش‌های مدیریت منابع سازمانی، 11(2)، 65-89.
شهریاری، مهری؛ فیض، داود؛ زارعی، عظیم و کاشی، احسان. (۱۴۰۱). تحلیل الگوی حرکتی و رفتار مشتریان در فروشگاه با تأکید بر عامل جنسیت. مطالعات رفتار مصرف‌کننده، ۹(۴)، ۶۹–۸۹.
صارمی نیا، صبا و امینی، فاطمه. (1402). توسعه و ارزیابی آنتولوژی دوسویه مشتری و کسب و کار محور در حوزه مشارکت مشتری در شبکه های اجتماعی. پژوهشنامه پردازش و مدیریت اطلاعات، 32(3)، 783-823.
نصیری شکیب، مهتاب. (۱۴۰۲). شناسایی عوامل مؤثر بر قصد خرید آنی مبتنی بر انگیزه‌های خرید و تفاوت‌های جنسیتی خریداران پوشاک در اینستاگرام. پژوهشنامه مطالعات راهبردی در علوم انسانی و اسلامی، 5(59)، 112-119
محمدی، افشین و نوید، مرتضی. (۱۴۰۲). بررسی تأثیر اعتماد به برند در قصد خرید مشتریان با تأکید بر اشتراک‌گذاری نظرات مشتریان در پلتفرم‌های آنلاین. پنجمین کنفرانس ملی و دومین کنفرانس بین‌المللی الگوهای نوین مدیریت کسب‌وکار در شرایط ناپایدار، تهران.
Adnan, H. (2014). An analysis of the factors affecting online purchasing behavior of Pakistani consumers. International Journal of Marketing Studies, 6(5), 133.
Astuti, R., Tanjung, H., & Putri, L. P. (2019). The effect of financial literation on online shopping interest in millennials. International Journal of Accounting & Finance in Asia Pasific (IJAFAP), 2(3), 41-45.
Bălan, A. S. (2024). A preliminary study on the association between abo blood type and temperamental traits. Current Trends in Natural Sciences, 13(25), 130-142.
Bharathi T, A.M. (2024). A Gender-Based Analysis on Online Shopping Decision-Making. Journal of Informatics Education and Research.
Crespo, Á. H., de los Salmones Sánchez, M. M. G., & del Bosque, I. R. (2013). Influence of users’ perceived compatibility and their prior experience on B2C e-commerce acceptance. Electronic Business and Marketing: New Trends on its Process and Applications, 103-123.
Dillon, S., Buchanan, J., & Al-Otaibi, K. (2014). Perceived risk and online shopping intention: A study across gender and product type. International Journal of E-Business Research (IJEBR), 10(4), 17-38.
Fink, D., Milloy, M., & Morris, R. (2002). Modelling online security and privacy to increase consumer purchasing intent.
Gamage, I., & Gunawardane, N. (2025). The Influence of Online Brand Trust on Millennials' Clothing Purchase Intentions. Sri Lanka Journal of Marketing, 11(1).‏
Hardini, H. T., & Bahtiar, M. D. (2020, December). The effect of financial literacy, financial technology, and digital promotion on online purchasing decisions in the Covid-19 pandemic era. In International Joint Conference on Arts and Humanities (IJCAH 2020) (pp. 1382-1389). Atlantis Press.
Jimenez, N., San-Martin, S., & Puente, N. (2019). The path to mobile shopping compatibility. The Journal of High Technology Management Research, 30(1), 15-26.
Liliantika, R, Putri, M (2024). THE INFLUENCE OF USER INTERFACE ON SHOPEE BUYING INTEREST AND MODERATED BY GENDER DIFFERENTIATION. PERFORMA. https://doi.org/10.37715/jp.v9i1.3824
Malelak, M. I., & Anastasia, N. (2020, April). online shopping Motives  Among College Students. In sert  Asia Pacific International Conference of Management and Business Science (AICMBS 2019) .(pp. 209-213).
Peña-García, N., Gil-Saura, I., Rodríguez-Orejuela, A., & Siqueira-Junior, J. R. (2020). Purchase intention and purchase behavior online: A cross-cultural approach. Heliyon, 6(6).
Pengnate, S., Sarathy, R., & Lee, J. (2019). The engagement of website initial aesthetic impressions: an experimental investigation. International Journal of Human–Computer Interaction, 35(16), 1517-1531.
Rinieris, P., Stefanis, C., & Rabavilas, A. (1980). Obsessional personality traits and ABO blood types. Neuropsychobiology, 6(3), 128-131.
Rogers, E. M., Singhal, A., & Quinlan, M. M. (2014). Diffusion of innovations. In An integrated approach to communication theory and research (pp. 432-448). Routledge.
Shaouf, A., Lü, K., & Li, X. (2016). The effect of web advertising visual design on online purchase intention: An examination across gender. Computers in human behavior, 60, 622-634.‏
Tanjung, H. (2020). [Turnitin] The Effect of Financial Literation on Online Shopping Interest in Millennials. KUMPULAN BERKAS KEPANGKATAN DOSEN.
Tsuchimine, S., Saruwatari, J., Kaneda, A., & Yasui-Furukori, N. (2015). ABO blood type and personality traits in healthy Japanese subjects. PloS one, 10(5), e0126983.
Vasić, N., Kilibarda, M., & Kaurin, T. (2019). The influence of online shopping determinants on customer satisfaction in the Serbian market. Journal of theoretical and applied electronic commerce research, 14(2), 70-89.
Wang, X., Li, G., & Jiang, R. (2023). Research on purchase intention of e-commerce poverty alleviation products based on perceived justice perspective. Sustainability, 15(3), 2252.
Yahya, W. K., Hashim, N. H., Husin, N., & Rahim, N. A. (2020). Online customer shopping behaviour: The mediating role of online perceived risk. Global Business Management Review (GBMR), 12(2), 1-18.
Zeba, F., & Ganguli, S. (2016). Word-of-mouth, trust, and perceived risk in online shopping: An extension of the technology acceptance model. International Journal of Information Systems in the Service Sector (IJISSS), 8(4), 17-32.
Zhang, M., Sun, L., Li, Y., Wang, G. A., & He, Z. (2023). Using supplementary reviews to improve customer requirement identification and product design development. Journal of Management Science and Engineering, 8(4), 584-597.
Zheng, X., Lee, M., & Cheung, C. M. (2017). Examining e-loyalty towards online shopping platforms: The role of coupon proneness and value consciousness. Internet Research, 27(3), 709-726.