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Elaborating the Characteristics that Affect Buyers in Online Shopping: The Case of Generation Z Girls in Kurdistan Region of Iraq

Online shopping is one of the most growing means of purchasing daily needs. The purpose of this research is to find the main factors affecting young girls in Sulaymaniyah city in Iraq to buy their needs online. The purpose of this research is to understand the factors that affect young girls in Sulaymaniyah city in their online purchasing activities. The sample size taking for this study is 100 young girls using convenience sampling. A survey was done to get the participants' responses about the issue and SPSS software is used for data analysis, thus; this research utilizes quantitative data to obtain the results. Findings of this research shows the main factors affecting young girls in their online shopping are the unavailability of certain products in the shops, and the availability of the product review online. Another finding of the study is showing something quite different from other studies. Even though most of the participants are unemployed, many of them are having online shopping at least once a month. Thus, marketing managers and supervisors can profit from the findings of this study in their online marketing strategies.