Examining the Influence of Digital Platforms on Purchase Decisions of University Students in Tanzania

Authors

  • John Mwakyusa University of Dar es Salaam
  • Linda Nderumaki University of Dar es Salaam

DOI:

https://doi.org/10.56279/bmr.v27i2.6912

Abstract

This study analyses the influence of the dimensions of digital platforms on the purchase decisions of university students in Tanzania. The study was based on an explanatory research design governed by the Theory of Planned Behavior. Data was collected through closed-ended questionnaires administered to 354 university students and analysed using Structural Equation Modeling through SmartPLS 4 software. The results indicated that all three dimensions: Consumer Attitude, Consumer Trust, and Consumer Presence positively and significantly influenced students' purchase decisions on digital platforms. Managerial implications suggest that firms prioritise enhancing user trust, adopting a refined approach to engagement, improving user experience, and encouraging positive attitudes towards digital platforms to boost purchase decisions. The study expands the Theory of Planned Behavior by adding trust and consumer presence and replacing subjective norms and perceived behavioural control.

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Published

2024-12-31

Issue

Vol. 27 No. 2 (2024): Business Management Review

Section

Articles

License

Copyright (c) 2024 Business Management Review

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Copyright

Copyright © by University Of Dar-es-Salaam Business School, University of Dar es Salaam

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopying, recording, or any information storage or retrieval system, without permission in writing from the publisher, except for short extracts in fair dealing, for research or private study, critical scholarly review or discourse with an acknowledgement.

 Business Management Review [ISSN 0856 2253 (Print) & ISSN   (Online)] is published bi-annually, June and December by University Of Dar-Es-Salaam Business School, University of Dar es Salaam, and P.O. Box 35046 €“ Dar es Salaam €“ Tanzania.