THE ROLE OF SEXUAL DESIRE ON ADVERTISING ATTRACTIVENESS AND ONLINE PURCHASE INTENTION: EVIDENCE FROM FRAGRANCE VIDEO COMMERCIALS

Mohammad Karami; Sarvenaz Safavi; Nasim Ahmadzade Nobari Azar

doi:10.17261/Pressacademia.2025.2019

THE ROLE OF SEXUAL DESIRE ON ADVERTISING ATTRACTIVENESS AND ONLINE PURCHASE INTENTION: EVIDENCE FROM FRAGRANCE VIDEO COMMERCIALS

Abstract

Purpose- This study was conducted to examine the relationship between signs used in voluptuous video commercials, customer perceived attractiveness, and online purchase intention. Additionally, this study analyzed the role of individual sexual desire as a moderator in hypothesized relationships. Methodology- The data were collected in two phases using convenience sampling technique and judgmental sampling technique. In total, 373 valid data, collected from respondents with previous online purchasing experiences, were analyzed using structural equation modeling (SEM). Findings- The results revealed that signs positively influenced the customers’ perception of advertisement attractiveness (β = 0.412, p< 0.001). Furthermore, the outcomes demonstrated the positive effect of perceived advertisement attractiveness on online intention to purchase (β = 0.126, p< 0.05). In addition, the indices indicated the positive moderating role of self-sexual desire on the relationships between signs-perceived advertisement attractiveness and perceived advertisement attractiveness-online purchase intention (β = 0.751, p <0.001; β = 0.218, p<0.05). Conclusion- Despite the limitations in this study, the findings provide suggestions to practitioners and commercial designers in the perfume industry on how to create attractive advertisements to have the desired impact on customers, focusing on the customers’ emotions and sexual desires. The outcomes of this study contribute to the literature on advertising and online customer purchase intention.

Keywords

References

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Details

Primary Language

English

Subjects

Consumer Behaviour

Journal Section

Research Article

Authors

Mohammad Karami
0000-0003-1903-828X
Kuzey Kıbrıs Türk Cumhuriyeti

Sarvenaz Safavi
0000-0001-7943-4893
Kuzey Kıbrıs Türk Cumhuriyeti

Nasim Ahmadzade Nobari Azar This is me
0009-0004-7674-9277
Kuzey Kıbrıs Türk Cumhuriyeti

Publication Date

December 31, 2025

Submission Date

September 11, 2025

Acceptance Date

December 18, 2025

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Year 2025 Volume: 12 Number: 2

DOI

https://doi.org/10.17261/Pressacademia.2025.2019

IZ

https://izlik.org/JA85SD27LH

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APA

Karami, M., Safavi, S., & Nobari Azar, N. A. (2025). THE ROLE OF SEXUAL DESIRE ON ADVERTISING ATTRACTIVENESS AND ONLINE PURCHASE INTENTION: EVIDENCE FROM FRAGRANCE VIDEO COMMERCIALS. Journal of Management Marketing and Logistics, 12(2), 88-101. https://doi.org/10.17261/Pressacademia.2025.2019

AMA

1.Karami M, Safavi S, Nobari Azar NA. THE ROLE OF SEXUAL DESIRE ON ADVERTISING ATTRACTIVENESS AND ONLINE PURCHASE INTENTION: EVIDENCE FROM FRAGRANCE VIDEO COMMERCIALS. JMML. 2025;12(2):88-101. doi:10.17261/Pressacademia.2025.2019

Chicago

Karami, Mohammad, Sarvenaz Safavi, and Nasim Ahmadzade Nobari Azar. 2025. “THE ROLE OF SEXUAL DESIRE ON ADVERTISING ATTRACTIVENESS AND ONLINE PURCHASE INTENTION: EVIDENCE FROM FRAGRANCE VIDEO COMMERCIALS”. Journal of Management Marketing and Logistics 12 (2): 88-101. https://doi.org/10.17261/Pressacademia.2025.2019.

EndNote

Karami M, Safavi S, Nobari Azar NA (December 1, 2025) THE ROLE OF SEXUAL DESIRE ON ADVERTISING ATTRACTIVENESS AND ONLINE PURCHASE INTENTION: EVIDENCE FROM FRAGRANCE VIDEO COMMERCIALS. Journal of Management Marketing and Logistics 12 2 88–101.

IEEE

[1]M. Karami, S. Safavi, and N. A. Nobari Azar, “THE ROLE OF SEXUAL DESIRE ON ADVERTISING ATTRACTIVENESS AND ONLINE PURCHASE INTENTION: EVIDENCE FROM FRAGRANCE VIDEO COMMERCIALS”, JMML, vol. 12, no. 2, pp. 88–101, Dec. 2025, doi: 10.17261/Pressacademia.2025.2019.

ISNAD

Karami, Mohammad - Safavi, Sarvenaz - Nobari Azar, Nasim Ahmadzade. “THE ROLE OF SEXUAL DESIRE ON ADVERTISING ATTRACTIVENESS AND ONLINE PURCHASE INTENTION: EVIDENCE FROM FRAGRANCE VIDEO COMMERCIALS”. Journal of Management Marketing and Logistics 12/2 (December 1, 2025): 88-101. https://doi.org/10.17261/Pressacademia.2025.2019.

JAMA

1.Karami M, Safavi S, Nobari Azar NA. THE ROLE OF SEXUAL DESIRE ON ADVERTISING ATTRACTIVENESS AND ONLINE PURCHASE INTENTION: EVIDENCE FROM FRAGRANCE VIDEO COMMERCIALS. JMML. 2025;12:88–101.

MLA

Karami, Mohammad, et al. “THE ROLE OF SEXUAL DESIRE ON ADVERTISING ATTRACTIVENESS AND ONLINE PURCHASE INTENTION: EVIDENCE FROM FRAGRANCE VIDEO COMMERCIALS”. Journal of Management Marketing and Logistics, vol. 12, no. 2, Dec. 2025, pp. 88-101, doi:10.17261/Pressacademia.2025.2019.

Vancouver

1.Mohammad Karami, Sarvenaz Safavi, Nasim Ahmadzade Nobari Azar. THE ROLE OF SEXUAL DESIRE ON ADVERTISING ATTRACTIVENESS AND ONLINE PURCHASE INTENTION: EVIDENCE FROM FRAGRANCE VIDEO COMMERCIALS. JMML. 2025 Dec. 1;12(2):88-101. doi:10.17261/Pressacademia.2025.2019