The effect of online shopping motivations on purchase intention: A focus group study of Facebook in Iraq

The concept of online purchasing has evolved over the past years and has become a competitor to traditional buying, and in light of people who seek to try this type of purchase, even in developing countries such as Iraq, consumers feel the need for motivation to try this method sometimes, as touching and trying the products before buying them It is a basic purchase of many goods. Like clothes for example. This problem can be eliminated if company managers and market managers understand the motives that make consumers buy products online in order to make their strategies match the desires of customers and convince them that the online store is an important way to buy and facilitate the purchase of products through Facebook and that they can return the product if it proves not to match the description. The effect of online shopping motives on intent to purchase online products using facebook in Iraq. A proposed conceptual model is presented that helps to understand what are the primary motives that drive consumers to buy using social networks, especially Facebook.The data in this study were collected from a random sample of 304, where the questionnaires were distributed electronically. The results of the study concluded that there is an effect of Hedonic motives and utilitarian motives on online purchase, as the correlation between the intention to purchase via the Internet and utilitarian motives is greater, which shows the importance of the value that the product has on the decision buying of the customers .