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Factors Affecting Consumer Trust in Electronic Marketing Platforms: A Multiple Regression Analysis of the Iraqi Online Shopping Market
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Ibrahim Ahmed abdullah   , GHasem Zarei *1 , Mohammad Bashokouh Ajirlou , Hossein Rahimi Koluor |
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Abstract: (18 Views) |
Objective: Consumer trust is considered one of the most important factors contributing to the success of electronic marketing platforms and the development of online shopping. Despite the rapid growth of e-commerce in Iraq, challenges such as security concerns, service quality issues, user uncertainty, and weak trust-building mechanisms continue to hinder the wider adoption of these platforms. Therefore, this study aims to identify and examine the factors influencing consumer trust in electronic marketing platforms within the Iraqi online shopping market.
Methodology: This study is applied in terms of purpose and descriptive–survey in terms of research method. The statistical population consisted of users of electronic marketing platforms in Iraq who had prior online shopping experience. The research sample included 384 users selected through convenience sampling. Data were collected using a questionnaire and analyzed using SPSS software. Multiple regression analysis was employed to examine the relationships among the research variables. The research model consisted of four predictor factors, including technological and security factors, platform characteristics, contextual and intervening factors, and trust-building strategies, with consumer trust as the dependent variable.
Findings: The results of regression analysis indicated that the research model explained 71.8% of the variance in consumer trust (R² = 0.718). Furthermore, the significance test of the model demonstrated that the regression model had a desirable fit (F = 241.370, p < 0.001). All four examined factors had a positive and significant effect on consumer trust. Among the influential factors, technological and security factors had the strongest impact on consumer trust, with the highest standardized coefficient (β = 0.381). This was followed by platform characteristics (β = 0.294), trust-building strategies (β = 0.269), and contextual and intervening factors (β = 0.173).
Results: The findings indicate that the formation of consumer trust in the Iraqi online shopping market is primarily dependent on technological security, user information protection, and the reliability of electronic marketing platforms. Moreover, improving platform service quality, enhancing transparency, strengthening customer relationships, and considering environmental factors can play a significant role in increasing user trust. Accordingly, managers of electronic marketing platforms should prioritize the development of security infrastructures and the implementation of trust-building strategies as their key strategic objectives. |
Article number: 1 |
| Keywords: Consumer trust, electronic marketing, online shopping platforms, information security, platform characteristics, trust-building strategies, Iraqi market. |
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Full-Text [PDF 1399 kb]
(9 Downloads)
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Type of Study: Research |
Subject:
General
Received: 2025/09/2 | Accepted: 2026/09/2 | Published: 2026/09/2
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