Background Despite rapid e-commerce growth in emerging markets, approximately 30% of online users in Iraq avoid online shopping due to low trust. Prior research has conflated distinct dimensions of store quality, and no study has specifically investigated how information quality, system quality, and service quality differentially influence customer perceptual attractiveness—a distinct construct comprising emotional attraction, wisdom in purchasing, and confidence when purchasing. Objectives This study aims to (1) determine the bivariate and multivariate effects of information quality, system quality, and service quality on customer perceptual attractiveness; (2) test whether purchase frequency varies by gender; (3) assess customer awareness of online store specifications; and (4) identify which specifications contribute most significantly to enhancing product attractiveness. Methods A cross-sectional survey was conducted with 350 customers of ten Iraqi online stores in Baghdad Governorate (February 3–20, 2025). Convenience sampling with stratified targeting was employed. Data were analyzed using a two-stage approach: PLS-SEM (SmartPLS 4.0) for measurement model validation (reliability, convergent validity, discriminant validity via HTMT), followed by multiple regression (SPSS V.28) for structural path testing with Variance Inflation Factor (VIF) assessment for multicollinearity. Results The measurement model demonstrated acceptable reliability (Cronbach’s α: 0.804–0.920; CR: 0.812–0.916) and convergent validity (AVE: 0.528–0.743). Discriminant validity was established (all HTMT values
