New researches in Islamic humanities studies

New researches in Islamic humanities studies

Investigating the Impact of Iraqi Young Consumers Characteristics on E-Retailing, Mediated by E-trust

Document Type : Original Article

Authors
Sajjad mohammed saleh noor, 1
GHasem Zarei 2
Naser Seifollahi Anar 3
Mohammad Bashokouh Ajirlou 4
1 PhD student, Department of Business Administration, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran
2 Professor, Department of business management, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran
3 professor, Department of business management, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabili, Iran
4 Professor, Department of business Management, Faculty of social sciences, university of mohaghegh Ardabili, Ardabil, iran
10.22034/api.2026.2091753.1808
Abstract
Objective: The present study was conducted to examine the mediating role of e-trust in the relationship between young generation characteristics and e-retailing among young Iraqi consumers. The study sought to explain the influence of generational characteristics on online purchasing behavior and the role of e-trust in this relationship.
Method: The statistical population consisted of young people aged 18 to 35 living in major Iraqi cities (Baghdad, Basra, Erbil, Mosul, and Najaf) who had experienced online shopping at least once. Stratified random sampling was employed, and the sample size was determined to be 385 participants. Data were collected using a standard five-point Likert-scale questionnaire and analyzed through Partial Least Squares Structural Equation Modeling (PLS-SEM).
Results: The results indicated that all three direct paths were significant at the 99% confidence level. Young generation characteristics had a significant positive effect on e-trust (β = 0.233, t = 5.258), e-trust had the strongest positive effect on e-retailing (β = 0.645, t = 27.185), and young generation characteristics also had a significant positive effect on e-retailing (β = 0.304, t = 9.668). Furthermore, the indirect effect was 0.150 and the total effect was 0.454, confirming the partial mediating role of e-trust.
Conclusions: The findings demonstrated that both the inherent and acquired characteristics of the Iraqi young generation and their level of e-trust positively influence e-retailing behavior; however, e-trust plays a more prominent role in explaining e-retailing. Moreover, the issue of discriminant validity between e-trust and e-retailing suggests that Iraqi youth may not clearly distinguish between trusting online shopping and actually engaging in online purchasing behavior.
Keywords
Iraqi Young Generation
E-Retailing
E-Trust
Generational Characteristics
Consumer Behavior
Structural Equation Modeling
Subjects
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New researches in Islamic humanities studies
Volume 4, Special Issue
January 2026
Pages 1-16