The Future of Online Shopping in Digikala: How Internet of Things Technologies and Marketing Intelligence Capabilities Are Transforming Purchase Intent

Rastgar, Abbasali; Bagheri Garbollagh, Hooshmand

doi:10.22111/innoeco.2026.55025.1245

The Future of Online Shopping in Digikala: How Internet of Things Technologies and Marketing Intelligence Capabilities Are Transforming Purchase Intent

Document Type : Research Paper

Authors

¹ Professor, Faculty of Economics, Management and Administrative Sciences, semnan university

² Assistant Professor, Department of Business Management, Faculty of Economics, Management, Urmia University, Urmia, Iran

10.22111/innoeco.2026.55025.1245

Abstract

Nowadays, the rapid development of Internet of Things (IoT) technologies and intelligent marketing systems has fundamentally transformed customer behavior patterns in online shopping. Examining the role of these technologies in shaping purchase intention is essential for businesses such as Digikala to create sustainable competitive advantages and personalized shopping experiences. Accordingly, the present study investigates the impact of IoT technology on online purchase intention, with the mediating role of marketing intelligence capabilities in the Digikala industry. This research is applied in its purpose and descriptive survey in terms of data collection, belonging to the correlational type, and was conducted in a field setting. The statistical population consists of 384 Digikala customers. Based on Morgan’s table, a sample size of 384 customers was selected using convenience sampling, and questionnaires were distributed both in person and online through social networks such as Telegram and Instagram. Data analysis was performed using structural equation modeling with SPSS 25 and SmartPLS 3 software. The findings indicate that IoT has a positive and significant effect on purchase intention and marketing intelligence capabilities. Moreover, marketing intelligence capabilities positively influence purchase intention. Finally, the results confirm that marketing intelligence capabilities mediate the relationship between IoT technology and purchase intention. This study demonstrates that marketing intelligence capabilities serve as a pivotal mediator, effectively transforming the technical capacities of the Internet of Things (IoT) into actionable strategic frameworks, thereby strengthening customer engagement and ultimately driving online purchase intention.

Keywords