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Presenting a model for electronic retailing in Iraq with an emphasis on the characteristics of the younger generation of consumers in the geographical area of Iraq
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Sajjad mohammed Saleh noor   , GHasem Zarei *1 , Naser Seifollahi Anar , Mohammad Bashokouh Ajirlou |
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Abstract: (55 Views) |
The main objective of this research is to present a comprehensive model for e-retailing in Iraq, emphasizing the unique characteristics of the young generation of Iraqi consumers. Given the young population and high penetration of smartphones in Iraq, this study seeks to identify local and behavioral factors that affect the adoption of e-commerce in this country. This research is applied in terms of purpose and has a mixed (qualitative-quantitative) approach in terms of nature. In the qualitative part, the Grounded Theory strategy was used, combining the systematic approach of Strauss and Corbin and the constructivist perspective of Charms. Data were collected through semi-structured interviews with 15 experts, marketing professors, and e-commerce specialists in Iraq. Data analysis was conducted in three stages of open, axial, and selective coding using MAXQDA 2024 software. Qualitative analysis led to the identification of 7 axial categories and 27 main categories. The identified core categories are: 1) integration of generational values and lifestyle, 2) product diversity and customization, 3) logistical and infrastructure expectations, 4) economic factors and value perception, 5) technology adoption and digital literacy, 6) digital trust and security perception, and 7) cultural and social influences. The results showed that the intention to use the younger generation as the central core of the model is directly influenced by the interplay of these factors. The findings indicate that the success of e-retailing in Iraq requires moving beyond traditional patterns and focusing on the indigenous characteristics of the younger generation (Generation Z and Millennials). The results emphasize the importance of “digital trust” and “logistical infrastructure” as key drivers. The final model also shows that shopping behaviors in Iraq, unlike Western markets, are strongly influenced by collectivist values, family decision-making patterns, and cultural adaptation (Arabic language and religious values). This research provides practical solutions for policymakers to strengthen the digital economy in the post-war context of Iraq.
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| Keywords: E-retailing, young generation, Iraq, data-driven theory, digital trust, consumer behavior. |
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Full-Text [PDF 2317 kb]
(18 Downloads)
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Type of Study: Research |
Subject:
General
Received: 2024/08/11 | Accepted: 2025/05/26 | Published: 2025/06/20
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