The Impact of Digital Market Upon Accounting Profit of Physical Market: An Exploratory Study of the Opinions of a Group of Retailers in Erbil, Kurdistan region

Abstract

Businesses are counted as one of the key ingredients in the growth of any country. This paper illustrates the influence of digital markets on the accounting profit of physical markets when adapting both markets together, especially when there is a problem of lock downing physical markets because of COVID-19.  Recently, physical and digital market have been two concepts that complete each other.  It is important for retailers to adapt both markets to gain more accounting profit and expand their businesses. The study found that through combining digital to physical markets, the accounting profit of the physical market will grow; this is a primary goal of this study.  To demonstrate the relationship, linear regression analysis was used to examine the hypotheses. This research identified the realized impact by testing factors such as the quantity sold, selling price, cost and changing behaviour of customers. Through a significant relation of outcomes, the digital market has a positive influence on the accounting profit of the physical market.