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QALAAI ZANISTSCIENTIFIC JOURNAL
A Scientific Quarterly Refereed Journal Issued by Lebanese French University – Erbil, Kurdistan, Iraq
Vol. (8), No (1), Spring 2023
ISSN 2518-6566 (Online) - ISSN 2518-6558 (Print)
1176
ARTICLE INFO
ABSTRACT
Article History:
Received: 30/9/2022
Accepted: 2/1/2023
Published: Spring 2023
This paper assesses the level of online shopping trends in Iraqi
Kurdistan during the Covid-19 pandemic. To understand the
level of online shopping trends and their effects on buying
habits, a deep discussion was built on previous studies. The
quantitative research method was used for this research.
Through Google Forms, a unified self-response survey
questionnaire was distributed online and data were directly
collected and translated into statistical numbers. SPSS was
used to measure the reliability and validity of the items. Due
to the Coronavirus movement restriction, a Convenient
sampling method was best to reach the research population.
Thus, online shopping trends were measured and their effects
on customer buying behavior were predicted through the
participant’s regression analysis. The findings suggest online
shopping is increasing in popularity. Also, young people are
not only keen to shop more online but set up their e-
businesses while taking advantage of social media sites,
which can be used to target their own micro-online
communities that do not go beyond geographical borders. To
accelerate this trend many believe the government needs to
work on better banking and legal system. This research
provides some hard data that need to be investigated more
on how to manage and make the online experience safer.
Keywords: online
shopping trends,
consumer buying
habits, convenience,
micro-online-markets.
Doi:
10.25212/lfu.qzj.8.1.47
Measuring the Online Shopping Trends and Their Effects on
Consumer buying Habits in Iraqi Kurdistan During the Covid-19
Pandemic
Sardar Hassan Khal Hamza
Department of Tourism Organization Administration, College of Administration and
Economics, Salahaddin University, Erbil, Kurdistan Region, Iraq
sardar.hamza@su.edu.krd
Jawad Mohammedameen Issa
Department of General Education, College of Education and Languages, Lebanese French
University, Erbil, Kurdistan Region, Iraq
jawad@lfu.edu.krd
QALAAI ZANISTSCIENTIFIC JOURNAL
A Scientific Quarterly Refereed Journal Issued by Lebanese French University – Erbil, Kurdistan, Iraq
Vol. (8), No (1), Spring 2023
ISSN 2518-6566 (Online) - ISSN 2518-6558 (Print)
1177
1. Introduction
Online buying and e-commerce are the most popular method of shopping around the
world since the invention of the World Wide Web (www) for young people (Bourlakis
et al., 2008). And their popularity is increasing further due to the covid-19 pandemic
(Deliotte, 2020). Active customers are always keen on a more convenient and relaxing
style of shopping that gives them tons of alternatives when they shop online at
competitive prices. As technology advances every day, the old norm of roaming shop
to shop, mall to mall for better and more desired products is over (Kalyani, 2016).
First, this trend has started in developed countries where each shop wants to be
online to offer more value to its customers and be closer to them. It used to be Alibaba
and eBay, and Amazon is taking over the online market. Now online selling is a must
and no business can survive without its presence on the internet. And recently, this
has started in Iraqi Kurdistan (www.Rudaw.net, 2017). With the emergence of the
Covid-19 pandemic, the future of online shopping looks more promising than ever
(KIS, 2020). Shopping online is at a point of transition (UCL Transport Institute, 2013).
78% of consumers in Canada expect online shopping to become more popular post-
COVID-19 and 58% expect buying in malls and high streets to become less popular
(Deliotte, 2020). Thus, this research will focus on online shopping trends in Kurdistan
and whether its popularity has increased with the emergence of the novel
Coronavirus. What are some of the factors that affect buying habits of online
shoppers here?
1.1 The purpose of the study:
The purpose of this study is to measure online shopping trends in Iraqi Kurdistan and
predict buying habits. By analyzing data the findings can also indicate whether online
shopping habits caused changes in consumer buying behavior in the Kurdistan Region
of Iraq.
1.2 Research Objectives:
Furthermore, this research tries to understand whether the novel Coronavirus
pandemic has any indirect role in speeding up the process of a transaction from
traditional marketing to digital marketing. There are numerous local studies
QALAAI ZANISTSCIENTIFIC JOURNAL
A Scientific Quarterly Refereed Journal Issued by Lebanese French University – Erbil, Kurdistan, Iraq
Vol. (8), No (1), Spring 2023
ISSN 2518-6566 (Online) - ISSN 2518-6558 (Print)
1178
highlighting that people in Iraq including Kurdistan are not very keen on online
shopping habits yet it is starting to grow despite many obstacles (Ali, 2016, Demir and
Fakhir, 2017, Dakhil, et al., 2018, Sahi Salman, 2017). Investigating the current online
shopping trends and customer buying behavior during and after the pandemic would
add value to the current literature. Understanding the connection between these
variables in this part of the world will expand the current knowledge. The main
objectives are as below:
• To assess the level of online shopping trends during the Covid-19 pandemic
• To determine the obstacles as well as growth factors of online shopping
• To analyze the effect of online shopping on consumer buying habits
1.3 Research Problem
The market is changing very fast. The way we shop and sell has changed enormously
in a decade or so. Technological development is a change factor that brings marketers
constant challenges as well as opportunities. To stay up in the competition and get
closer to customers marketers are taking advantage of information technology to
fetch their products and services into customers' hands in their convenient place, at
a right time, and at the best costs. This technological advancement causes changes in
marketers’ jobs and peoples’ way of living including shopping habits. Many businesses
are willing to adapt to the constant changes technology brings in particular by being
present actively online. Thus, this study measures the online shopping trends in Iraqi
Kurdistan and the reasons behind customers' willingness to change their old habits
for current online shopping. In light of these issues two questions have been raised
that need to be answered:
1.4 Research Questions
1. Does dimensions and characteristics of online retailer/service providers
impact shopping online and buying behavior of people in Kurdistan?
2. Is there a positive relationship between online shopping dimensions and
characteristics of online channels?
QALAAI ZANISTSCIENTIFIC JOURNAL
A Scientific Quarterly Refereed Journal Issued by Lebanese French University – Erbil, Kurdistan, Iraq
Vol. (8), No (1), Spring 2023
ISSN 2518-6566 (Online) - ISSN 2518-6558 (Print)
1179
1.5 Research Hypothesis
H1. Dimensions and Characteristics of retail/service providers on online and
social networking websites can positively influence the behavior of people in
Kurdistan.
H2. There is positive correlation between online shopping dimensions and
characteristics of online channels.
2. Literature Review
2.1 Online Shopping
According to the current literature on information, informativeness seems to be a
general construct that includes information relevancy, information accuracy,
information comprehensiveness, and information interactivity.
Online shopping trends were the topic of much research around the world (Bourlakis
et al., 2008, Butler and Peppard, 1998, Kalyani, 2016 and Yu and Wu, 2007). These
papers have looked at factors such as convenience, trust, loyalty, and security of the
online buying process. Many of these are identified as the key dimensions of online
channels. Shen et al, (2006) suggest there are four main dimensions such as
informative, customer service, convenience, and experiential uniqueness that have
the full of support and validity of scholars. They have agreed that informative is a
general construct that includes information relevancy, accuracy, comprehensiveness,
and interactivity. To stay relevant and competitive, businesses need to provide
excellent customer service online too. Convenience is one of the main reasons to be
online for businesses. Yet in the context of technological innovations, perceptions of
convenience have different meanings (Sundström, 2008). In contrast to the other
three dimensions, experiential uniqueness emphasizes some features that can only
be found on internet. Literacture characterize it as experiential value, entertainment
value, escapism, fun, flow, and usefulness and playfulness (Shen, et al. 2006).
Online shopping is the act of buying a product or service online. People have used the
internet to purchase verities of products for the sole purpose of convenience and
easiness. And for the past decade, it is growing in popularity. Another factor that
online shopping is gaining popularity is due to not having time to search for products
from store to store (Bourlakis et al., 2008). Therefore, it is a process where customers
QALAAI ZANISTSCIENTIFIC JOURNAL
A Scientific Quarterly Refereed Journal Issued by Lebanese French University – Erbil, Kurdistan, Iraq
Vol. (8), No (1), Spring 2023
ISSN 2518-6566 (Online) - ISSN 2518-6558 (Print)
1180
are willing to purchase products over the internet and businesses more than ever are
keen to use the internet to sell and get closer to customers (Kalyani, 2016). Some of
the benefits of online shopping are they provide customers with detailed products
and multiple choices. Also, they can compare products for their prices, quality, and
ease of delivery (Butler and Peppard, 1998). Convenient shopping also brings
satisfaction to customers ( Yu and Wu, 2007). Svatosova (2020) believes, regardless
of all the factors influencing shopping habits, it is consumer behavior that plays the
main role in establishing and achieving business objectives. The future of the retail
industry focuses on hyper-customized products, Consumer behavior theories must be
reconsidered because consumers will become more passive participants in retail
consumption as they rely on technology for need recognition and product fulfillment
(Ryan, 2017).
2.2 Consumer Buying Habits
Decision-making is part of every individual life, at all levels and ages. The well-being
and quality of people’s lives are determined by these decisions which make up a mass
consumer base of preferences, attitudes, and behaviors that push global patterns of
production and consumption (OECD, 2018). Priest et, al. (2013, p19) defined it as “The
mental, emotional and physical activities that people engage in when selecting,
purchasing, using and disposing of products and services so as to satisfy needs and
desires”. There are four types of consumer buying behaviors (complex buying
behavior, Dissonance-reducing buying behavior, Habitual buying behavior, and
Variety seeking behavior) that play significant roles in the success of a product and
marketers’ efforts are directed toward influencing customers’ behaviors (Kumar, et
al., 2022).
Virtual reality and the physical world are causing changes in consumer buying
behavior. Consumers want an integrated shopping experience that pushed retailers
to deliver this consistently across all channels if they want to survive (Deloitte, 2013).
The nation’s shopping habits are always changing (Department of communities and
local government, 2013). Shopping experiences are changed after COVID-19, people
need to wear mask and keeping distance (Gruenwald, 2020). Beyond economic and
health impact the pandemic will also significantly affect the social habits of individuals
QALAAI ZANISTSCIENTIFIC JOURNAL
A Scientific Quarterly Refereed Journal Issued by Lebanese French University – Erbil, Kurdistan, Iraq
Vol. (8), No (1), Spring 2023
ISSN 2518-6566 (Online) - ISSN 2518-6558 (Print)
1181
(Deloitte, ND). Whether it is changing for good yet it is worrying for stores and the
vast majority of people who do not want to witness the disappearance of high streets
and retailers. KIS (2020) predicted the habit of shopping online looks set to be the
norm in the future. Already 78% of people in the UK shop online, the highest
compared to European nations and North America. KIS (2020) showed that during
pandemic the British people spend an additional £5.4 billion online. The key factor
that influences buyers' shopping habits is convenience (KIS, 2020). Digital platforms
provide channels to friends and families to interact, including those who have never
tried to use these platforms for interaction. It is assumed to extend the use of these
digital platforms to online fitting rooms at the collection points to ease the return
process for the customers. Whether individuals shop online or in-store, technology
has become an integral part of shaping shopping habits. Smartphone in particular has
driven the winds of change. Because people are very comfortable in purchasing
through digital channels (Mintel, 2019). Therefore, habits are fluid and retailers need
to integrate both channels to be able to move forward. Ultimately, sustainable
lifestyles must be inspirational, irresistible, and cool (OECD, 2018). The COVID-19
pandemic is proving that Information Technology is a key instrument in enabling
companies to continue critical business processes as well as to create innovative
models of customer service (Deloitte, ND).
2.3 Current Trends in Kurdistan
Kurdistan is suffering from multiple crises which are embedded within the political
and economic dynamics of Iraq and the Kurdistan Region. The ongoing war and
continual economic crises have resulted in an unfavorable environment for
businesses in Iraq as a whole that caused the further shrinking of an already weak
private sector (MERI, 2016). The long economic report by MERI focuses on the
negative role of public sector finances on the economy and how dysfunctional private
sector banks are. On another side, the Kurdistan Board of Investment believes that
the banking sector has seen development in recent years but still further reforms will
be needed (Kurdistaninvestment.org). consequently, it would be very difficult for
companies to invest in this region and to invest in technology and current knowledge
to expand their businesses into the online-shopping space. There are several scholars
QALAAI ZANISTSCIENTIFIC JOURNAL
A Scientific Quarterly Refereed Journal Issued by Lebanese French University – Erbil, Kurdistan, Iraq
Vol. (8), No (1), Spring 2023
ISSN 2518-6566 (Online) - ISSN 2518-6558 (Print)
1182
discovered that there are multiple factors including a weak banking system that led
to the lack of expansion of e-commerce in Kurdistan. Ali (2016) believed that political
and economic instabilities are the main factors of the lack of investment and FDI.
Alnajar and Jawad, (2016) understood that electronic payment, transparency in the
system, and weak investment laws are the main barriers to the adoption of e-
commerce. The banking system, postal services, digital marketing, and e-commerce
are still in primitive phases in the Kurdistan region (Rudaw.net, 2017). Similarly, other
researchers such as Karzan, et al. (2016) found out that issues such as lack of
technological infrastructure, and use of local language in the system complicate the
process further. Until now Banks in Kurdistan cannot achieve their objectives due to
a lack of experience in the stock market, weak public relations, lack of coordination
with financial institutes and intermediates (Doski, et al., 2013). They have failed to
encourage customers to spend more by not taking advantage of credit cards (Ahmed,
2020). Therefore, this had a negative impact on customers' attitudes toward buying
online and using the internet as an important platform to buy and sell. Furth more,
the COVID-19 pandemic has adversely impacted the Iraqi economy at a time when it
was already in a fragile situation that led to the reduction of the daily wage of people
(UNHCR, 2021). Ahmad and Murad (2020) discovered the negative impact social
media particularly Facebook had on people's psychology in bringing panic and fear
related to the Coronavirus outbreak. Shoppers in Kurdistan have taken a hit due to
delays in salaries for public employees because of the economic situation and the
COVID-19 pandemic (Wilgenburg, 2020). Ahmed, et al. (2020) found that price is the
defining factor that influences consumer behavior in Kurdistan. Despite all these
challenges, Demir and Fakhir, (2017) and Sahi and Salman, (2017) still believe that
youth are very keen to shop online and demand is increasing. According to Rudaw.net
(2017), e-commerce was starting to boom in this region before the pandemic. The
report suggested that business owners tried different digital platforms in an attempt
to increase and speed up the process of sales despite delivery and payment methods
difficulties. Even after the COVID-19 lockdown businesses in some sectors of Iraq still
find it difficult to invest in online technology (Ali, 2020). But caused some Iraqi
consumers to change and adapt their lifestyle to the new normal.
QALAAI ZANISTSCIENTIFIC JOURNAL
A Scientific Quarterly Refereed Journal Issued by Lebanese French University – Erbil, Kurdistan, Iraq
Vol. (8), No (1), Spring 2023
ISSN 2518-6566 (Online) - ISSN 2518-6558 (Print)
1183
3. Methodology
The quantitative research approach was used for this research which focuses on
quantifying data and putting them into statistical analysis. First, the online shopping
trends including consumer buying habits theories and factors were outlined and
consequently, data were collected and explained with a unified survey questionnaire.
Google Forms was used to distribute the questionnaire electronically on the internet.
Thus, the findings were directly added and measured. SPSS which is a computer
package system also was used to measure the reliability and validity of items.
Thereafter, statistical calculations were made to conclude the final results and answer
the questions. The examination was focused on current online market trends and
consumer buying behaviors in Kurdistan. These results were measured by quantifying
trends, variations, and factors that are relevant to the people in Iraqi Kurdistan. Hair,
et al. (2002) stated to quantify the research findings, the quantitative research
method is best to implement, and once the data were collected researcher can
convert them into calculated numbers on which a conclusion can be drawn. The
survey was done from May to July 2021. The questionnaire was designed with two
main parts. The first part consists of 19 items with multiple sub-choices to measure
online shopping trends and consumer buying behavior. And the second part relates
to the respondents’ demographic profile which asks relevant questions. The items
were developed by adjusting measures validated by other professionals and
borrowing from them. Thus, for this study, the constructs were adapted from
previous studies and multi-item scales were used. The items were translated into the
Kurdish language from English, double-checked with two professionals for correction
if any, and adjusted for cultural adaptation.
Due to a lack of resources and the Covide-19 pandemic movement restriction, a
convenient non-probability sampling method was used to gather data from
participants. In social survey research, the sample should be representative (Bryman
and Bell, 2007). Baines and Chansarkar, (2002) suggested, to reduce the errors and
increase the validity of the finding the sample must be representative. Thus, educated
students from Lebanese French University which is a private university in Kurdistan,
and other market professionals with local knowledge that exposed to online shopping
QALAAI ZANISTSCIENTIFIC JOURNAL
A Scientific Quarterly Refereed Journal Issued by Lebanese French University – Erbil, Kurdistan, Iraq
Vol. (8), No (1), Spring 2023
ISSN 2518-6566 (Online) - ISSN 2518-6558 (Print)
1184
through different digital platforms were picked for this research. SPSS (2022) was
used to calculate the data and analyze the relationship and regression. Three
different findings were developed from data analyses. The first results were Cronbach
Alpha to check the reliability of different items. The second findings are descriptive
statistics such as frequency, means and Standard Deviations. Third were based on
correlation as well as regression analyses.
4. Results
4.1 Reliability test
Before assessing the findings, the reliability between inter-item should exist. It
expands the knowledge of the properties of assessment scores ( IBM, 2010). And to
find the internal consistency, based on average inter-time correlation, Cronbach
Alpha was used (SPSS, 17.0, 2007). Tavakol and Dennick (2011) argued the quality of
inter-relationship and the number of questions bring several opinions on what would
be an acceptable number for alpha, ranging from .7 to .95. brown (2002) suggested
that each number shows the percentage of reliability i.e. 7=70%. Thus, the results of
this research indicate the reliability for the 24 items is .69 and it is considered
adequate. To get a more accurate picture of the reliability, it is very important to do
each time with subscales separately. The tables below indicate the reliability tests for
items that present dimensions of online and characteristics of purchasing process.
Table (1) Q.10 Reliability
Statistics
Cronbach's
Alpha
Cronbach's
Alpha Based on
Standardized
Items
N of
Item
s
.758
.760
6
Table (2) Q.11 Reliability Statistics
Cronbach's
Alpha
Cronbach's
Alpha Based on
Standardized
Items
N of Items
.853
.853
7
Table (3) Q12 Reliability Statistics
Cronbach's
Alpha
Cronbach's
Alpha Based on
Standardized
Items
N of
Item
s
Table (4) Q.13 Reliability Statistics
Cronbach's
Alpha
Cronbach's
Alpha Based on
Standardized
Items
N of Items
QALAAI ZANISTSCIENTIFIC JOURNAL
A Scientific Quarterly Refereed Journal Issued by Lebanese French University – Erbil, Kurdistan, Iraq
Vol. (8), No (1), Spring 2023
ISSN 2518-6566 (Online) - ISSN 2518-6558 (Print)
1185
.787
.797
6
.816
.824
7
Table (5) Q19 Reliability Statistics
Cronbach's
Alpha
Cronbach's
Alpha Based on
Standardized
Items
N of
Items
.813
.819
6
4.2 Descriptive Analysis
The first part of the questionnaire focused on the online shopping trends and buying
habits of consumers. Local people such as young students as well as professionals
who work in the market are the best to get local pictures of the current trends and
buying behaviors. The questionnaire was electronically sent to more than 450
individuals aged 18 years and over that are local nationals. Out of 450, only 231
questionnaires were returned and suitable for further analysis. Out of 231
participants, 138 were male and 93 were female. Only 27.7 percent were living in
subdistricts and villages, the majority were from big cities such as Erbil, Slemani, and
Duhok. A quarter of them was from big town and districts. Only 7 or 3% of
respondents were aged between 45 to 54 and 25 or 10.8% were between the age of
35 to 44. The rest were between 18 to 34 years old. Their education ranged from
diploma to Ph.D., where 182 almost 80% of them were undergraduate students or
hold a bachelor’s degree.
TABLE (6) male-female
Frequency
Percent
Valid Percent
Cumulative
Percent
Valid
male
138
59.7
59.7
59.7
female
93
40.3
40.3
100.0
Total
231
100.0
100.0
Out of 231 participants, 204 had access to the internet at home. 192 (83.1%) primarily
used the internet at home, 54 (23.4%) at the workplace, and the rest in public places
and others. More than 29% have used the internet for the duration of 1-5 years,
41.6% for 6-10 years, 19% for 11-15 years, and only 10% of participants have used the
internet for more than 15 years. More than 46% use the internet for less than 5 hours,
QALAAI ZANISTSCIENTIFIC JOURNAL
A Scientific Quarterly Refereed Journal Issued by Lebanese French University – Erbil, Kurdistan, Iraq
Vol. (8), No (1), Spring 2023
ISSN 2518-6566 (Online) - ISSN 2518-6558 (Print)
1186
32.5% from 6-10 hours, and 13% for 11-15 hours in a day. The rest use the internet
for more than 15 hours per day.
The survey results showed that 142 (61.4%) used the internet for information
gathering, 111 (48.1%) for communication use, and 137 (50.1%) use the internet for
entertainment and shopping purposes. Moreover, only 80 candidates (36.8%)
confirmed that they buy their products online frequently, and 49.7% indicated that
they slightly often to extremely often shopped on the internet. Adding to that 185
(80.1%) confirmed that they bought at least something online. Out of that 80%, 54%
bought clothes, 19% bought books, 16% did groceries shopping, 15.6% home
accessories, 14, 7% used the internet for hotel/travel booking and14.3% bought event
tickets and consumer electronics. Of that 14.3% that bought event tickets online, only
13% of them bought sports tickets, 12.6% bought leisure tickets online and 7%
theater/Cinema, and only 5.2% bought tickets related to music events.
The means and standard deviations findings for the question 10-11 that asked to
indicate their degree of agreement with each statement which includes dimensions
are as follow:
Table (7) Descriptive Statistics
N
Minimum
Maximum
Mean
Std. Deviation
online shopping is time saving
231
1
5
2.13
.799
online shopping is money saving
231
1
5
2.88
.960
online shopping is relaxed
231
1
5
2.11
.821
online shopping is easier
231
1
5
2.38
.961
online shopping is efficient
231
1
5
2.92
.968
online shopping is convenient
231
1
5
2.89
1.086
online shopping is
entertainment
231
1
5
2.71
.899
online shopping offer discount
231
1
5
2.68
.965
tell others abt positive exp
231
1
5
2.65
.971
I prefer online shopping
231
1
5
2.90
1.052
online is my first choice
231
1
5
3.02
1.101
retailers web look appeal to me
231
1
5
2.54
.972
continue to shop online
231
1
5
2.42
.974
Valid N (listwise)
231
The descriptive data for dimensions reveal overall means and standard deviations
scores. This shows positive agreement of dimensions between participants. Item 10
QALAAI ZANISTSCIENTIFIC JOURNAL
A Scientific Quarterly Refereed Journal Issued by Lebanese French University – Erbil, Kurdistan, Iraq
Vol. (8), No (1), Spring 2023
ISSN 2518-6566 (Online) - ISSN 2518-6558 (Print)
1187
had the highest mean value of 3.02 (SD= 1.101), indicating that respondents showed
their level of agreement toward online shopping as first choice. If we look at the data
from different gender, we can see male (n= 138), item 10 had the highest score 3.07
(SD= 1.128) while female (n= 93) show that item 2 online shopping is money saving
valued at 3.23 (SD= .768) and item 5 online shopping is efficient had the second
highest scores 3.18 (SD= .820).
The results indicated that the majority of participants agreed that shopping online
will save them time but not money. Just above 31% of participants scored high on
shopping online is efficient and cost-saving. They scored high on being relaxed and
convenient since they can buy anything anywhere as long as they are connected to
the internet. Undecided or feeling neutral also attracted huge numbers of
respondents 20% to 44%. The university students and professionals cited that online
shopping is entertaining but the vast majority have not decided yet. This could be due
to a bad experience or lack of knowledge. Comparing this data with previous findings
from other research shows that online buying is increasing in this region. Earlier
findings showed that 29% of people shop in their local town/city centers due to
discounts and good pricing. 42.4% agreed that online shopping offers greater
discounts and rewards. This is with almost 40% are not sure yet about this statement.
44.2% are willing to tell people about their positive online buying experiences, while
only 15.6% refused to do so. But less than 40% of participants preferred online
shopping to traditional shopping and did not agree that the internet is their first
choice when they need something. This could indicate that high streets are still a
major place for shopping here and there is still a chance to improve and bring
customers back to shopping malls. The majority of participants agreed the “look” of
an online retailer website is appealing to them and that they will continue shopping
online if they have a positive experience.
The descriptive statistics for questions 12-13 which focuses on the characteristics of
online websites and their importance on online purchasing process are shown in
below table (8).
QALAAI ZANISTSCIENTIFIC JOURNAL
A Scientific Quarterly Refereed Journal Issued by Lebanese French University – Erbil, Kurdistan, Iraq
Vol. (8), No (1), Spring 2023
ISSN 2518-6566 (Online) - ISSN 2518-6558 (Print)
1188
Table (8) Descriptive Statistics
N
Minimum
Maximum
Mean
Std. Deviation
Easy access
231
1
4
1.75
.713
Design
231
1
4
1.71
.789
Reputation
231
1
4
1.64
.762
Security
231
1
4
1.38
.619
Interactive elements
231
1
4
1.58
.640
Entertainment factor
231
1
4
2.26
.845
Brand loyalty
231
1
4
1.86
.751
Customer feedback
231
1
4
1.75
.669
Discount/promotion
231
1
4
1.40
.638
Payment options
231
1
4
1.73
.708
Secure payment
231
1
4
1.55
.623
Service quality
231
1
4
1.32
.543
Speed in purchasing process
231
1
4
1.41
.659
Valid N (listwise)
231
The findings showed that all of the above characteristics are important equally when
it comes to website of retailers and purchasing process at online. The descriptive data
for characteristics reveal overall means and standard deviations scores as they were
shown in above table. This shows positive the importance of retail/service providers
website characteristics to engage and buy among participants. Item 6 had the highest
mean value of 2.26 (SD= .845), indicating the importance of entertainment factor as
first choice. If we look at the data from gender prospective, we can see both male and
female (n= 138) valued at 2.28 (SD= .863), female (n= 93), scores 2.23 (SD= .823),
show that item 6 is almost equally important for both sex.
The data for question 14 indicated that social networking websites are very popular
in Iraqi Kurdistan and people are members of more than one site. Facebook scored
the highest 186 (80.5%) of participants have their own page on Facebook, followed
by Instagram 154 (66.7%), Telegram 101 (43.7%), YouTube 91 (39.4%), Twitter 66
(28.6%), TikTok 37 (14.3%) and LinkedIn 22 members (9.5%). People here like
everywhere else spent lots of time on these social networking websites. Already local
businesses have pages on the internet. they use these sites for communication and
retaining their customers. The results indicated that 170 (73.6%) of participants use
these social networking pages multiple times a day. Only 28 people or 12.1% of them
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use it once a day, 18 (7.8) multiple times a week. How much time do they spend on
the internet? 35 (15.2%) of respondents replied they spent only 1-2 hours on the
internet on daily basis, 76 (32.9) spent 2-5 hours, 48 (20.8%) 5-8 hours a day, 34
(14.7%) 8-10 hours and 38 (16.5%) indicated that they spent more than 10 hours a
day on the internet.
The survey results showed that 91 (39.4%) of participants followed or liked their
favorite brand pages and indicated that it influences their online buying behavior. 88
(38.1%) of them showed they do follow their pages but it does not impact their online
buying behavior. Only 52 (22.5%) said they are not following nor like any brand pages.
The majority of participants indicated that they regularly interact with their favorite
retailers on social networking websites. 46 (19.9%) pointed out that they do comment
on/ “like”/share their status. 71 (30.7%) said they ask questions about their
products/services and only 15 people (6.5%) take part in their competitions. 47
(20.3%) of them only follow their channel/feed and 43 (18.6%) do not interact with
them at all.
In the question of how important are the following characteristics of your favorite
retailer/brand’s social media channels for you, the descriptive data results are as
shown in below (9):
Table (9) Descriptive Statistics
N
Minimum
Maximum
Mean
Std. Deviation
good advertising
231
1
4
1.73
.697
shared customer
experience
231
1
4
1.77
.773
customer service for
231
1
4
1.56
.615
personal contact
231
1
4
1.60
.658
promotion information
231
1
4
1.49
.610
latest product information
231
1
4
1.58
.686
Valid N (listwise)
231
They scores are average on all of the characteristics with relatively item 1 and 2 scored
the highest.
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4.3 Correlation Analyses
Table (10) shows the correlation between dimensions and characteristics of online
shopping websites and purchasing process. All the main items with sub-items were
transformed and computed into single item to ease the understanding and get a more
general idea of the relationship between different items. The combine items show
positive correlation between dimensions and characteristics except question 13
(online purchasing process) has positive correlation only with question 12. Pearson
correlation (R-value) indicate strength and direction () of the correlations between
variables and the greater the R-Value the better. Also the “*” star/s means the null
hypothesis can be rejected (Sinn, N.D). Therefore, this author can reject the null
hypothesis and state there is positive relationship between dimensions and
characteristics. It worth to note that the Pearson Correlation and Sig numbers can
change and not show positive relationship throughout all sub-items if they were
tested individually.
Table (10) Correlations
Online
Dimensions
Q.10
Online
Dimensions
Q.11
Website
Characteristics
Q.12
Online
purchasing
process
characteristic
Q.13
Social media
Characteristic
Q.19
dimensionsQ.10
Pearson Correlation
Sig. (2-tailed)
N
1
.625**
.214**
.062
.212**
.000
.001
.347
.001
231
231
231
231
231
dimensionsQ.11
Pearson Correlation
Sig. (2-tailed)
N
.625**
1
.270**
.114
.178**
.000
.000
.083
.007
231
231
231
231
231
Website characteristics
Q.12
Pearson Correlation
Sig. (2-tailed)
.214**
.270**
1
.654**
.705**
.001
.000
.000
.000
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N
231
231
231
231
231
Online purchasing
process characteristics
Q.13
Pearson Correlation
Sig. (2-tailed)
N
.062
.114
.654**
1
.684**
.347
.083
.000
.000
231
231
231
231
231
Social media
characteristics Q.19
Pearson Correlation
Sig. (2-tailed)
N
.212**
.178**
.705**
.684**
1
.001
.007
.000
.000
231
231
231
231
231
**. Correlation is significant at the 0.01 level (2-tailed).
4.4 Multi-Regression Analyses
To test the first hypothesis and bring reliability and consistency to the findings, also
add strength to analyses, multi-regression analysis need to be used. Multi-
regression analysis can be very useful in studying the impact of several independent
variables on a single dependent variable (Hair, et. Al., 2002). In addition, linear
regression analysis predicts the coefficient of a linear equation which one or more
independent variables can be involved in forecasting the value of a dependent
variable (SPSS, 2022). Moreover, the primarily interest are R-square value, B-value
and P-Values.
Table (11) Model Summary
Model
R
R
Square
Adjuste
d R
Square
Std. Error
of the
Estimate
Change Statistics
R
Square
Change
F
Change
df1
df2
Sig. F Change
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1. Q.10-11
predictors
Q.6
dependent
Variable
.379a
.144
.092
.381
.144
2.797
13
217
.001
2- Q.10-11
predictors
Q.9
dependent
Variable
.482
a
.233
.187
1.125
.233
5.057
13
217
.000
3- Q.12-13
predictors
Q.6
dependent
Variable
.219
a
.048
-.009
.402
.048
.837
13
217
.620
4- Q.12-13
predictors
Q.9
dependent
Variable
.235
a
.055
-.001
1.248
.055
.974
13
217
.478
5- Q.19
predictors
Q.17
dependent
Variable
.293
a
.086
.062
.746
.086
3.514
6
224
.002
6- Q.19
predictors
Q.17
dependent
Variable
.302
a
.091
.067
1.822
.091
3.734
6
224
.001
Model summery Table (11) provides R-Square for analyses which determine variable
percentage in dependent variables that can be counted for by all the independent
variables. In another word, R-Square explain the “goodness of fit” of the model
(F.Cook, 2010). R-value range from -1 to 1 and the sign of R exhibit the direction of
relationship (+positive or -negative) between variables. ANOVA table (12) produces
F-test to determine the P-value and whether the model is good fit for data. Coefficient
table (13) provides the beta coefficients which help scholars to develop the regression
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equation. It explain how strongly the independent variables associated with the
dependent variable.
The overall findings in table (11- 12-13) show question 10 and 11 as online shopping
dimensions, and question 12, 13 and 19 as characteristics of online shopping websites
and pages on social media as independent variables. And question 6, 9, 17, and 18 as
dependent variables. In order to test whether the independent variables can predict
and positively impact the dependent variables scores must be interpreted. The result
indicates that question 10 and 11 as online shopping dimensions (B=.036 .127 -.031
.041 -.279 -.020 .031 .052 .044 -.088 .072 -.031 .321, P< .01), and (B=.109 -.148
.060 -.138 .025 .028 .007 .038 .017 .029 .192 .002 .323 P< .01) with adjusted R-square
values of (.09 - .187) are good predictors of people shop online and it is increasing to
multiple times. Moreover, the ANOVA F-values of (2.797 – 5.057) suggest there is a
linear relationship between variables and the P-values of .001b which is below the
conventional level of .01 and .05 levels of significance. Whereas, question 12 and 13
as characteristics of online shopping and purchasing process has nor significant
impact on shop online and whether it will increase the process.
Question 19 with multiple sub-items as characteristics of online retailer/service
providers on social media channels (B=.270, .043, -.055, -.042, .074, .042, P< .01) and
(B=.292, .027, -.104, .019, .111, -.057, P< .01) with adjusted R-square values of (.062
– .067) is relatively a good predictor of people are following social media channels of
their favorite retailer/service providers and they do influence their decision to buy
online. Also, it shows that these characteristics encourage them to interact with their
favorite channels in multiple ways such as comment, like, share and so on. Also, the
ANOVA F-values of (3.514 – 3.734) with P-values of .001b suggest there is a linear
relationship between variables and below the conventional levels. Even though, not
all characteristics did not have any positive influence on dependents variables, this
author reject the null hypothesis and concludes the online dimensions and
characteristics of retailer/service providers of social networking channels have
positively impacted the buying habits of participants.
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5. Discussion
After assessing the online shopping trends and the buying habit of consumers in Iraqi
Kurdistan the data show some significant new results. Although there is a growing
body of knowledge on online marketing and buying behavior in a developed country,
there is very little compared to none that can be found in this part of the world. This
study has exhibited some new findings on online shopping trends and their effect on
buying habits during the Covid-19 pandemic. The results have presented that most of
the participants have access to the internet at home and mostly it is used for social
and for business purposes. Others access the internet at work and other public places.
The majority of participants have internet connections for the duration of five to 15
years. According to Tawfeeq (2014) due to the significant importance of the internet
in 2005 Iraqi Government decided to connect with Arab Gulf countries through sea
cable and in 2007 they expanded to other major geographical areas around the world.
Almost half of the respondents stated that they use the internet for up to five hours
a day, while the other half spend up to 15 hours a day. The internet is used mostly for
information gathering, communication, and entertainment. Only 80 candidates
confirmed that they use the internet for shopping purposes. And only (36.7%) of them
shopped regularly online. Mostly buying products such as clothes, books, groceries,
home accessories, and event tickets. Convenience, time-saving, relaxed, and easier
shopping as some of the dimensions of online shopping were the key reasons to shop
online. On the other hand, money-saving and efficiency were less the focus points.
These dimensions were good predictors of online shopping and change in buying
behavior in Iraqi Kurdistan.
Even though more than two-thirds of participants think characteristics such as
interactive elements and entertainment factors are important for online pages and
websites, only one-third perceived shopping online as entertaining here and it offers
greater discounts. The same can be said for picking online shopping over traditional
or whether the internet is their first choice when they want to buy a product. This is
probably related to a lack of trust and poor regulation of online marketing. A bad
business can lead to a bad experience and low confidence that can impact the future
of e-buying. The online market here is flooded with Fake products and counterfeit
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brands. Easy access, good design, reputation, and security scored highest when they
were asked about the most important characteristics. Thus, this has meant online
retailers need to work on the website design and appearance to bring more
engagement and entertainment to online shopping. Never less, working on brand
loyalty and security would be paramount if they want to bring the trust back and
retain loyal customers. Almost 60% of them intend to continue shopping online if they
have positive online buying experiences and they would recommend it to a friend.
Characteristics such as brand loyalty, customer feedback, promotion, payment
options, secure payment, service quality, and speed of purchase process have been
perceived as very important for online shopping websites when they go through
purchasing process on the internet. But had nor impact on dependent variables as
predictors. Once again, discounts and promotions have scored above 95% which
indicates their levels of importance to the purchasing process. Perhaps this is due to
an ongoing economic and financial crisis in Iraq and Kurdistan causing unemployment
and a reduction in daily incomes (MER, 2016). On the other hand, social networking
websites such as Facebook and Instagram are very popular here and people spend
hours on these sites. This has caused local businesses to follow their customers online
and forced them to open their own pages on these sites to communicate and retain
them. Internet and particularly social media sites spontaneously have created an
environment that helps many individual entrepreneurs with small finance to create
their own pages and sell products at home to the local communities. This has resulted
in an increase in small businesses solely operating online. The majority have stated
that they do follow and interact with their favorite brand pages. Only 39% indicated
following and interactions influence their online buying behaviors. They have stated
that good advertising, shared customer experience, helpful customer service,
personal contact, promotion information, and the latest product information are very
important characteristics for any retailer/brand operating off/online. They perceive
these are the key reasons that impact buying, decision making, and shopping online.
This means customers are the same everywhere. What separates them is their
experiences and tools made available to them.
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6. Implication of Research
This research provides some significant information on the development of digital
marketing and how online shopping combined with the current Covid-19 pandemic
indirectly impacts retailers and high-end supermarkets in local towns and high
streets. This study provides the basis for local and international businesses to
understand the online shopping trends in this part of the world. Data suggests that
government needs strong banking and legal infrastructure that encourages e-
commerce and eases the e-payment process.
7. Conclusion
The aim of this study was to measure the online shopping trend in Iraqi Kurdistan and
to understand the buying habits of customers in this region. These areas were
explored and investigated widely in other countries. Yet very little attention was given
in this part of the world. High street retailers have been under pressure from online
shopping for a long time (House of Common, 2020). Many high street department
stores can become the things of the past losing to giants like Amazon if they do not
act fast and invest in online marketing (Milt, 2017). On another side, the lockdown
due to the Pandemic caused shock in markets around the world (Gruenwald, 2020).
It is the biggest shock of the century (McKinsey and Company, 2020). On these
arguments, this paper has tried to answer the research questions and hypotheses.
The finding indicates that online shopping trends are gaining popularity before the
lockdown, which forced the young generation to shop online. It also suggest that
online shopping impact buying habits of consumers in Iraqi Kurdistan. Due to its
convenience and easiness, people prefer online shopping to traditional shopping
where customers need to search store to store for a product. The other major effect
of price discount shows they are price sensitive. The major obstacles were the
payment system and security. Therefore, the government and policymakers should
work on these issues to encourage more online businesses. Online marketing
activities are increasingly becoming important around the world and the same can be
said here. People are finding online shopping more convenient and time-saving
compared to traditional shopping. Adding to this the emergence of Covid-19 was the
last kneel in high streets and malls coffin. Thus, these mean the acceleration in online
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selling and buying. The government needs to work on a better legal and banking
system that accelerates e-commerce. Many small entrepreneurs are opening their
stores online on social media “mainly Facebook and Instagram” and targeting viewers
only at a micro-level that does not pass certain zone or geographical borders.
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A Scientific Quarterly Refereed Journal Issued by Lebanese French University – Erbil, Kurdistan, Iraq
Vol. (8), No (1), Spring 2023
ISSN 2518-6566 (Online) - ISSN 2518-6558 (Print)
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