Literature review of factors affecting the online purchase intention in Iraq

Abstract

The advent of electronic commerce (e-commerce) has resulted in significant benefits for businesses, with e-commerce becoming indispensable for small and medium-sized enterprises (SMEs) all over the world. E-commerce is considered an appropriate technique for selling, marketing & integrating online services that can play a significant role in determining, maintaining & getting customers. However, e-commerce adoption remains a vital yet evasive & complex phenomenon, with little known regarding its determinants. The goal of this research is to provide an overview of e-commerce usage among SMEs. It identifies the e-commerce benefits realized through these SMEs. It conducted an intensive review of the related literature to cover this study's variables. The study was performed utilizing a non-experimental study experimental research design. This exploratory study included an essential investigation into secondary data. The study development & modelling of secondary data to highlight the research's final results by reviewing the literature of the existing frameworks & models in e-commerce adoption. Additionally, it is proposed that future researchers do a field study by collecting primary data and conducting statistical tests on the essential components that help in the adoption of e-commerce in Iraqi SMEs.