| dc.description |
E-Commerce is an essential system of trading that has been adopted globally due to the technological advancements, and due to its roles of easily connecting sellers and buyers through the Internet. Through e-commerce an online retailer can get access to new markets nationally and internationally. Hence, understanding the factors that influence consumers’ online purchase intention is important. This study is focused on exploration of the factors – trust, search cost, prices, and customer support influence on student consumers' online purchase intention; the factors that discourage student consumers from online purchase; and recommends the strategies that would improve student consumers’ online purchase intention in Tanzania. Quantitative and qualitative research approaches have been adopted in this research. Questionnaires were distributed to 200 Tanzania higher learning students aged between 20-50 years old, who had a daily internet access and were familiar with e-commerce activities. Majority (82%) were 20-30 years old. Findings of this research show that trust, search cost, prices, and customer support are major factors in predicting online purchase intention. Further, the findings of this research provide e-commerce service providers and online retailers with a better understanding on online purchase intention of higher learning students. This will enable the e-commerce service providers and online retailers them to formulate better online marketing strategies and improve their services to the consumers. |
|