Vol. 7, Issue 7, Part A (2021)

Abstract
The weakness of online shopping in electronic commerce (e-commerce) is significantly tempered with concerns over perceived trust & perceived security in online purchasing. Lack of trust & security issues cause online users to avoid participating in online purchasing & instead, people search the Internet for non-shopping purposes more frequently. Activities more despite the increased awareness of trust & security issues, online purchase intentions have not been thoroughly investigated. This research provides a conceptual model to assess the impacts of perceived trust, perceived security, and attitude. In online purchase intention. A quantitative methodology has been used, & questionnaires were sent to students in seven public universities in Baghdad-Iraq. A total of 383 Iraqi students participated in this online survey. The findings show that Attitude, perceived trust & the perceived security level has a direct and significant impact on online purchasing intent. The most critical element in forecasting online purchase intention is the customers' attitude about online shopping. On the other hand, the website is perceived as safe and secure; online purchasing will increase. Moreover, perceived ease of use & perceived usefulness is two affect attitudes. Therefore, Attitude mediates the effect of perceived security & perceived trust on online purchase intention partially. This study concludes that online vendors and websites should pay particular attention to customers' attitudes towards online purchasing and their perception of trust and security to increase their intention to do online purchasing.