The Impact of Information Quality on Online Purchase Intention: Evidence from Libyan E-Commerce Consumers

This study investigates the impact of Information Quality (IQ) on online purchase intention in the Libyan e-commerce sector. Despite the rapid global growth of e-commerce, Libya continues to face challenges related to weak digital infrastructures, limited user trust, and insufficient quality of online information. Drawing on the Technology Acceptance Model (TAM) and the Theory of Planned Behavior (TPB), this research explores the extent to which information quality influences customer trust and purchase intentions. A quantitative research design was adopted, employing a structured questionnaire distributed among 420 e-commerce users in Libya. Partial Least Squares Structural Equation Modeling (PLS-SEM) was used to analyze the data. Results revealed that information quality significantly and positively affects customer trust and purchase intention, indicating that accurate, reliable, and up-to-date online information enhances consumer confidence in online shopping. The study contributes to the literature by contextualizing information quality in developing economies, particularly in Libya, where trust in digital platforms remains fragile. The findings provide practical implications for e-commerce providers and policymakers in designing transparent, user-friendly, and credible platforms that can increase online purchase intention.