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Since the commercialization of the Internet, most of activities are now been carried electronically with no exception to business transactions. Consequently, electronic shopping is beyond doubt to be current and future inclination in many countries and Tanzania is no exception. Previous studies have confirmed youths to be majority of users of Internet service that including using modern equipments in buying products in online marketplaces. However, little is known about reasons that influence youths’ online buying behavior particularly in Tanzania.
The main focus of this study was to analyze factors that influence youths’ online buying behavior in Tanzania. Specifically, the study aimed at finding out satisfaction levels, factors motivating youths to purchase online and the challenges that are facing them. In order to attain these research objectives, required data was collected from 68 respondents in Dar es Salaam Region, among these respondents, 60 respondents were youths who have been using online shopping services and 10 respondents were different online services providers/ sellers who are found in Dar es Salaam Region.
Required information were collected by using questionnaire as well as interview method. The findings of the study revealed that large number of respondents were satisfied with sales services that are being provided in local and international online platforms in Tanzania, due to the comparison capacity, goods customization and ability to trace orders.
The study also revealed that, convenience and time saved in online shopping are the main reasons that motivated youths to prefer online shopping. Lastly, the findings of study revealed that there are many challenges that constrain the development of online shopping in Tanzania. The study thus recommends establishing many local online market places so as to reach many customers together with laws governing online businesses. |
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