The impact of online store specifications on enhancing the attractiveness of customer perception of the product: An analytical study of the opinions of a sample of Iraqi virtual store customers

1- Specifications of the online store

Customers are often looking for products that make their lives easier and less expensive, and with the development of marketing and promotion methods that have accompanied technical developments, marketing and promotion via websites has become the most widespread and popular among customers.²⁰ With the ease of marketing through online stores and choosing various products with discounts and high quality, shopping through online stores has become a feature of the current era and the most attractive and opens great horizons for customers to choose what they.¹¹ An online store is a system with globally accepted standards for storing, retrieving and displaying information in the digital environment, and the word specification for a store website is a necessary concept in the world of online shopping^14,18 believes that businesses cannot attract a relatively wide range of visitors without a high-quality online store, as the quality of the online store’s specifications is characterized by its ability to allow customers to achieve their goals and their willingness to return to visit the store to perform the purchasing experience on an ongoing basis. An online store is defined as a technical term for a variety of files with different formats such as text, images, audio, and video.¹²

There are concerns about the needs behind the research interest in measuring the quality of online store specifications. In many previous research attempts, the concept of online store quality was initially limited to ease of use and usability, which are a feature of store design and are defined here as the extent to which a product can be used by specific users to achieve goals efficiently and effectively.¹³ Since the online store interface is an essential user interface for online marketing, it is important to evaluate the quality of the store’s specifications and who the customers will visit the store.¹ believes that stores must now study efficiency and satisfaction as essential factors for the success of the online store and identify factors that attract customers in terms of not delaying the download of offers, ease of navigation in the online store, interaction and response, and quality of content.¹⁴ pointed out that the specifications of the online store that are decisive for the success of e-commerce are represented by measuring customer satisfaction, through his purchasing behavior from the store, as there are two types of intentions related to the success of the online store, the first is the initial intention to purchase and the second is the intention to purchase continuously, and they are closely related to converting and retaining customers. Better-designed online stores can increase actual online purchases and the intention to repurchase again in the future. The success of online stores occurs when the specifications of the online store are developed to provide the highest level of quality compared to other competing stores, and the result of this is when customers choose this store as the most preferred store, and this leads to the possibility of improving business performance in the store chosen or preferred by customers.²⁰ believe that other basic goals contribute to satisfaction, including the convenience of online shopping, the online environment, the relationship between employees and customers, and the value of the product.^19,15,1 believe that the process of customer satisfaction digitally requires quality in the system and quality of the information and services provided, which will be addressed as specifications for the online store:

First: Quality of information:-

The quality of information is one of the most important specifications of an online store, as information about products must be sufficient and always updated on store websites²⁰ The content of the information also has a direct impact on the customer’s opinion and evaluation of the effectiveness of the online store.⁴ Information quality is defined as the degree to which a customer believes that information on a store’s website possesses the attributes of content, accuracy, form⁶,and timeliness.¹⁶ Empirical results support the observation that information quality positively affects user satisfaction¹⁴ and perceived benefit. High quality information is positively associated with the success of a store’s website, as customers are fully aware of the quality of the products and services offered on the store’s website. As such, customers seek information that allows them to distinguish between a seller of high-quality goods and services and a seller of low-quality goods or services. Because there may be many online stores that provide information about similar products and services, what may attract customers to a particular online store to make purchases are the features of the information provided by that online store.¹⁸

Second: Perceived quality of service:-

Perceived service quality is defined as the degree to which a customer believes that an online store is responsive and interactive.³ clear about security and privacy policies, and effective in search and comparison capabilities,⁸ Customer service on the web can take many forms, such as responding to inquiries and providing search and comparison capabilities. Tools that improve customer service include dedicated web pages and a list of frequently asked questions These tools can be classified into interaction and response service categories, as interaction includes the ability to customize the appearance, look, and content of the site in addition to providing interaction with the customer, while response is concerned with providing feedback to customers^1,9 believe that online stores must prove that the information they provide benefits customers and will not be used in any way that harms customers’ privacy concerns. Ensuring that the online store’s website is secure for transactions is essential to allay fears that others will not intercept the information customers send. Quality of service is considered the comprehensive support provided by the online store owner on the basis of guarantee, empathy and response. At the same time, it is a vital dimension of the website that has a direct impact on purchasing intentions and customer satisfaction by responding to customer requests and simplifying two-way communication. This explains electronic social communication, which may lead to customer satisfaction and loyalty.

Third: System quality:

System quality is the quality of information system processing, which evaluates ease of use, functionality, availability, flexibility, reliability and response time and is considered the key aspect in achieving effective and secure electronic marketing.¹ System quality greatly affects the success of an online store, as factors such as website responsiveness, system usefulness, suitability, reliability, and availability are important aspects that must be taken into consideration during the system design phase in order to provide optimal system quality to the customer, as considering these aspects enhances customers’ purchasing intentions from the online store.¹⁰ According to,⁴ an online store is a system with globally accepted standards for storing, retrieving and displaying information electronically. An online store website provides two types of functions: first, information sources that can provide different types of information that customers need. This information can be catalogs, databases, archives, bulletins, etc., and second, an interactive service that can serve activities between customers and servers.

2. The attractiveness of the customer’s perception of the product

One of the most important principles of customer attractiveness and perception of the product is choosing the best among the available alternatives, and thus dissonance decreases and good purchasing behavior arises after realizing the value of the product they will buy with the extent of their inclination towards the brand. Therefore,⁴ identified the dimensions of customer perception attractiveness, which are (emotional attraction, wisdom in purchasing, confidence when purchasing) based on the study:¹⁹

1. Study community and sample

The study population consisted of customers of ten selected online stores in Baghdad Governorate – Iraq, as shown in the Table 1 below:

Table 1. Electronic stores.

T	Online store name	Employment	Link/means of communication	Brand
1	Miswag store	Miswag is the first online shopping site in Iraq and the largest retail site by value in the Iraqi market. The Maswag website was established in 2014 and was designed and completed by Iraqi skills at the hands of website programming specialists and commercial experts.	https://miswag.com/more/about-us
2	i-Digi store	It is an Iraqi online store that provides a distinctive shopping experience for customers in Iraq by providing a large collection of high-quality mobile accessories at competitive prices while ensuring the comfort of customers and focusing on providing their needs through easy access to goods and delivering them as quickly as possible. Idigi Store is an Iraqi online store that is part of the e-marketing company iDigi Marketing (registered in Canada – Ontario.	https://i-digistore.com/about-us/
3	KoLSHZIEN	.kolsh Zien store is considered one of the largest and most reliable Iraqi stores that sells products of all categories. Kolsh Zien provides everything you need from electronics, computer and mobile accessories, and women’s supplies such as perfumes, makeup, and others. Kalash Zain provides savings and delivery services to anywhere in Iraq, inside and outside Baghdad, in the rest of the Iraqi governorates	https://share.google/YtL7WnWCQd77jReEn
4	Orisdi	Orisdi is considered one of the leading platforms in the field of online shopping in Iraq, as it is distinguished by providing a comprehensive and integrated shopping experience. The site offers a wide range of products including fashion, electronics, home appliances and cosmetics, with a particular focus on high-quality local and international products.	https://orisdi.com/
5	Elryan	Elryan is a specialized online shopping destination in Iraq, with a special focus on electronics, health and beauty supplies, fashion, and modern accessories. The site offers a carefully selected collection of clothing, shoes and bags, targeting youth and modern fashion. What distinguishes Elryan is its regular updates that keep pace with the latest international fashion trends	www.najma-store.com
6	Naram	Naram stands out as an online shopping site in Iraq, specializing in providing healthcare and beauty products. The site features a wide range of medical products, skin care products, and nutritional supplements from trusted international brands. What distinguishes Naram is its focus on providing educational information about products	https://naram.com/
7	Mishmish	The Mishmish application stands out as an innovative online shopping platform in Iraq, specializing in providing a quick and easy shopping experience via smartphones. The application features a simple and attractive user interface, which facilitates browsing and purchasing. Mishmish focuses on offering a selection of essential everyday products, including groceries, personal care products, and small electronics.	https://mishmish.app/
8	Jum3a	Jum3a website is distinguished by being a unique platform for online shopping in Iraq, as it focuses on providing the best weekly offers and discounts. The site takes its name from jum3a, as it offers special and special offers on this day. Jumaa covers a variety of products, with a particular focus on electronics and home appliances. What distinguishes the site is the smart alert system that informs users of the latest offers and discounts. In addition, Jumaa offers a loyalty program that gives regular shoppers additional benefits. With easy-to-use interface and reliable delivery service,	https://jum3a.com/
9	Ubuy	It is one of the best online shopping stores in the country. We offer a wide variety of international industrial products	https://share.google/o6HF1jvUPJWn2ufsI
10	Bazzaar –baghdad	Your favorite online shopping store. We offer you the best products at reasonable prices and high quality, such as shoes and others	https://www.bazaar-baghdad.com/

The number (750) represents the total volume of electronically active customers during the time period from February 3, 2025 to February 20, 2025. As for the study sample, it was selected using the simple random sampling method By distributing a questionnaire online through various electronic tools such as email and social media platforms, this method provides efficiency in reaching participants and ease in collecting and analyzing data (Creswell, 2014).

For the purpose of determining the appropriate sample size, the Yamane equation (1967) was relied upon to determine the sample size in a simple random sample, which takes into account the size of the statistical population and the acceptable error rate. Based on this equation, the sample size for a population of (750) individuals, with a margin of error of (5%), is calculated as follows:

Accordingly, the minimum sample size required is at least 261 participants. Since the number of actual responses obtained during the data collection period amounted to (350) completed questionnaires, this size exceeds the minimum number required, which enhances the reliability and accuracy of the results and gives the study greater statistical power.

First: Evaluating the quality of the standards

1 – Variable model of online store specifications

Figure 2, which represents the questions and dimensions of the online store specifications model, shows that it consists of three basic dimensions, with (4) questions for each dimension. Table 2 shows the (CR) values for the online store specifications variable, all of which are within acceptable limits, as they ranged between (0.845–0.812), which is a good indicator and indicates the stability of the scale The results showed a high stability of the dimensions of the variable scale of the electronic store specifications, as shown by the value of the Alfacronbach coefficient, which ranged between (0.842–0.804), as it is clear that it is greater than (0.70), and this indicates the presence of high stability The results showed that the values of the average extracted variance (AVE) for the online store specification variable are all acceptable, as they ranged between (0.577–0.528), which is greater than the value (0.50), as it indicates that the sub-dimensions contribute significantly to explaining the total variance of the online store specification variable, and therefore the model is considered more reliable in explaining the relationships between the dimensions of the variable.

Figure 2. Electronic store specifications model.

Table 2 shows the values of the estimates, which ranged between (0.845–0.627), as it is clear that all the questions are influential. It is also clear from the values of (t), which ranged between (14.225–8.979), which is also greater than the tabular value of (t), which is (1.984), which is a sufficient indicator for adopting the model in the final form in subsequent analyses.

2- The attractiveness of the customer’s perception of the product

Figure 3, which represents the questions and dimensions of the customer perception attractiveness model for the product, shows that it consists of three basic dimensions with (4) questions for each dimension. Table 2 shows the values of (CR) for the customer perception attractiveness variable for the product, all of which are within acceptable limits as they ranged between (0.916–0.845), which is a good indicator and indicates the stability of the scale The results showed a high stability of the dimensions of the variable scale, the attractiveness of the customer’s perception of the product, as shown by the value of the Alfacronbach coefficient, which ranged between (0.92–0.84), as it is clear that it is greater than (0.70), and this indicates that there is also a high stability The results showed that the values of the average extracted variance (AVE) for the customer perception attractiveness variable for the product were all acceptable, as they ranged between (0.743–0.578), which is greater than the value (0.50), as it indicates that the sub-dimensions contribute significantly to explaining the total variance of the customer perception attractiveness variable for the product, and therefore the model is considered more reliable in explaining the relationships between the two dimensions of the variable.

Figure 3. Model of the attractiveness of the customer’s perception of the product.

Table 3 shows the values of the estimates, which ranged between (0.917–0.722), as it is clear that all the questions are influential. It is also clear from the values of (t), which ranged between (23.049–12.841), which is also greater than the tabular value of (t), which is (1.984), which is a sufficient indicator for adopting the model in the final form in subsequent analyses.

Second: Descriptive analysis of research variables

1- Specifications of the online store

It is noted from Table 4 that the highest general arithmetic mean was reached at the dimension of (quality of information), as it reached (3.613) and at a good level, as its standard deviation reached (0.772) and a coefficient of variation (21.37), as this dimension came at level (1) in terms of relative importance The lowest general arithmetic mean was at the (quality of service) dimension, which reached (3.565), with a good level, a standard deviation of (0.820), and a coefficient of variation of (23.00), as this dimension came at level (3) in terms of relative importance The average was also general arithmetic at the dimension (system quality), reaching (3.597), with a good level, a standard deviation of (0.805), and a coefficient of variation of (22.39), as this dimension came at level (3) in terms of relative importance Overall, the online store specifications variable achieved a mathematical average of (3.592) at a good level and with a standard deviation of (0.725), as the coefficient of variation reached (20.18), as it came in (first) order in terms of relative importance.

2- The attractiveness of the customer’s perception of the product

It is clear from Table 4 that the highest general arithmetic mean was reached at the dimension of (emotional attraction), as it reached (3.701) and at a good level, as its standard deviation reached (0.853) and a coefficient of variation (23.05), as this dimension came at level (1) in terms of relative importance The lowest general arithmetic mean was at the dimension of (confidence when buying), which reached (3.547), with a good level, a standard deviation of (0.938), and a coefficient of variation of (26.46), as this dimension came at level (3) in terms of relative importance The average was also general arithmetic at the dimension (wisdom of purchase), which amounted to (3.652), with an average level, a standard deviation of (0.877), and a coefficient of variation of (24.02), as this dimension came at level (2) in terms of relative importanceOverall, the variable of attractiveness of the customer’s perception of the product achieved a mathematical average of (3.633) at a good level and with a standard deviation of (0.824), as the coefficient of variation reached (22.67), which came in the (second) sequence in terms of relative importance.

Third: Testing research hypotheses

−1 Test the first hypothesis

H01: The number of purchases made from the online stores searched for the searched customers varies by gender.

In this paragraph, the Mann-Whitney test will be conducted to test the variation in the number of purchases from the searched online stores for the searched customers by gender, As shown in Table 5 and as follows:

The value of (Asymp. Sig.) Which amounted to (0.442), which is greater than (0.05), which indicates that there is no significant difference between the times of purchases from electronic stores with regard to gender.

Figure 4 shows the frequencies of the number of purchases by gender using the Mann-Whitney test, showing slight differences in the average ranks between males and females:

Figure 4. Frequencies of number of purchases by gender.

Figure 5 shows, as shown above, the frequencies of the number of purchases, and shows that most participants made actual purchases, with an overall average of approximately 2.74.

Figure 5. Frequencies of number of purchases.

2- Testing the second hypothesis

H02: There is a significant effect of the specifications of the online store on the attractiveness of the customer’s perception of the product in the Iraqi online stores studied.

It is clear from Table 6 and Figure 6 that the value of (F) extracted among the specifications of the online store in the attractiveness of the customer’s perception of the product was recorded at (456.858), which is (greater) than the tabular (F) of (3.94) at the significance level of (0.05), and this result provides sufficient support to accept the alternative hypothesis, which states that. (There is a morally significant effect of the specifications of the online store on the attractiveness of the customer’s perception of the product) and this indicates the existence of a morally significant effect of the specifications of the online store on the attractiveness of the customer’s perception of the product, as the specifications of the online store were able to explain (62%) of the variables that occur in the attractiveness of the customer’s perception of the product. The extracted value of (t) for the online store specifications variable was also recorded as (21.374). It is greater than the tabular value (t) of (1.984) at the significance value of (0.05). This indicates that the significance of (β) for the variable of the electronic store specifications is proven, as it is clear from the value of (β) that increasing the specifications of the electronic store by one unit will lead to an increase in the attractiveness of the customer’s perception of the product by (89%).

Figure 6. Analysis of the impact between the specifications of the online store on the attractiveness of the customer’s perception of the product.

3- Testing the third hypothesis

HO3: There is a statistically significant effect (α ≤ 0.05) of the specifications of the online store in terms of its dimensions (quality of information, quality of the system, quality of services)in enhancing the attractiveness of the customer’s perception in terms of its dimensions(emotional attraction, wisdom in purchasing, confidence when purchasing)in Iraqi online stores, as it is clear from Table 7 the following:

3- Testing the fourth hypothesis

HO4: There is a statistically significant effect (α ≤ 0.05) of the specifications of the online store in terms of its combined dimensions (quality of information, quality of the system, quality of services) in enhancing the attractiveness of the customer’s perception in terms of its dimensions (emotional attraction, wisdom in purchasing, confidence when purchasing) in Iraqi online stores.

Table 9 and Figure 7 indicate the results of the impact analysis of the dimensions of the online store specifications combined in the attractiveness of the customer’s perception of the product, as the extracted value (F) achieved a value of (188,878) and indicates the presence of a significant impact between the online store specifications together in the attractiveness of the customer’s perception of the product It is clear from the value of R2)Adj) that the dimensions of the online store specifications together were able to explain (67%) of the changes that occur in the attractiveness of the customer’s perception of the product. It also appears from the extracted value (t) of (6,705, 8,537) respectively that it is greater than the tabular value (t) of (1,984) and indicates that the effect of the parameter (β) for the two dimensions (quality of information, quality of service) is a real effect, as increasing the effect by one unit will lead to an increase in the attractiveness of the customer’s perception of the product by (43%, 49%) Respectively, as for the effect after (system quality), the results showed that it has no significant effect on the attractiveness of the customer’s perception of the product.

Figure 7. Impact analysis of the dimensions of online store specifications, combining the attractiveness of the customer’s perception of the product.