Effective Factors in Selecting Purchasing Channels for Cosmetic Products in Iran


  • Mehrgan Malekpour Free University of Bozen-Bolzano
  • Federica Caboni University of Bologna
  • Mohammadbashir Sedighi Amirkabir University of Technology
  • Vincenzo Basile Federico II University of Naples




Cosmetic Market, Iran, E Commerce, Innovation Diffusion Theory, In-Store Purchase Intention, Online Purchase Intention, Global Markets


This paper provides an in-depth analysis of the key effective factors in selecting purchasing channels for cosmetic products. The purpose of this research is to investigate customer perceptions of cosmetics shopping. By synthesizing insights from prior research, this research develops a conceptual model by integrating innovations diffusion theory and theory of perceived risk to apply in preference to online shopping. 435 questionnaires were gathered, and data were analysed with the partial least squared structural equation modelling (PLS-SEM) method. The results show that online channels are the most popular purchasing channels for cosmetics and clarify the most significant factors that lead to cosmetic online shopping.


Author Biographies

Mehrgan Malekpour, Free University of Bozen-Bolzano

PhD Student

Faculty of Economics and Management, Free University of Bozen-Bolzano, Bolzano, Italy

Address: piazza Università, 1, 39100, Bolzano, Italy

Email:  mehrgan.malekpour@economics.unibz.it

ORCID: 0000-0002-8305-2521

Federica Caboni, University of Bologna

Assistant Professor

ALMA MATER STUDIORUM - University of Bologna, Italy.

Email: f.caboni@unibo.it

ORCID:  0000-0003-3119-1615

Mohammadbashir Sedighi, Amirkabir University of Technology

Assistant Professor

Department of Management, Science and Technology, Amirkabir University of Technology

(Tehran Polytechnic), Tehran, Iran.

Email: m.sedighi@aut.ac.ir

ORCID: 0000-0003-4855-6270




How to Cite

Malekpour, M., Caboni, F., Sedighi, M., & Basile, V. (2023). Effective Factors in Selecting Purchasing Channels for Cosmetic Products in Iran. Symphonya. Emerging Issues in Management, (1), 68–95. https://doi.org/10.4468/2023.01.05malekpour.caboni.sedighi.basile