Examining the impact of website reputation and quality on consumers' emotions, risk perception and purchase intention in Iraq

The purpose of this research is to investigate the effect of website reputation and quality on consumers' emotions, risk perception and purchase intention in Iraq. This research is based on the practical purpose and in terms of the data collection method to test the hypotheses of the descriptive-correlation type from the field branch. The statistical population of common consumers in five reliable Iraqi websites includes; Zain Cash Online for buying charge cards, paying bills, and buying all kinds of products, including electronic appliances, household appliances, and websites; Dekan, Zodmal and Souq Al-Maftouh, Alaideen in Basra, a website for online shopping of household appliances, electronics and personal appliances has been available in January 2023 and due to the un limitedness of the statistical population, based on Morgan's table, 308 questionnaires were sent electronically on Facebook and We Chat social networks to the users of the statistical population, and 292 questionnaires were sent as a source of statistical data for the research  has been used To test the hypotheses and relationships between the variables of the research model, multivariate analysis and structural equation modeling method have been used. Jinang and Lennon (2013) questionnaire was used to collect data, its validity was confirmed by calculating convergent and divergent validity, and its reliability was confirmed through Cronbach's alpha index. Structural equation modeling approach was used in the statistical analysis. Based on the results of the research, it showed that there is a positive and significant effect between the quality of the website and consumers' emotions and the perception of less risk. However, website reputation did not have a positive and significant effect on consumers' emotions and perceived risk. Also, the results show that consumers' emotions and perception of less risk have led to purchase intention behavior in consumers.