Abstract
This study investigates the role of legal liability in shaping consumer trust and behavior within Iraq's e-shopping landscape. As e-commerce continues to grow in Iraq, understanding the factors that influence consumer engagement is critical for fostering a secure online shopping environment. The research explores how perceptions of legal protections affect consumer trust and subsequent purchasing behavior. Utilizing a structured questionnaire distributed among Iraqi consumers, the study analyzes responses through various statistical methods, including structural equation modeling. The findings reveal a significant positive relationship between perceived legal liability and consumer trust, which in turn influences purchasing decisions. This study underscores the importance of developing comprehensive legal frameworks to enhance consumer confidence in e-commerce. It offers valuable insights for businesses and policymakers aiming to create a trustworthy online shopping experience, ultimately contributing to the growth of e-commerce in Iraq. The implications of these findings extend to recommendations for tailored marketing strategies and
collaborative efforts to improve consumer awareness of legal protections, fostering a more robust e-shopping ecosystem in the region
collaborative efforts to improve consumer awareness of legal protections, fostering a more robust e-shopping ecosystem in the region