Factors Affecting the Participation of Tanzanian College Youths in Purchasing Online Products

Recently, Tanzania has experienced an exponential growth of internet users, with youths forming the largest number of users who access internet service. Despite statistics showing that youths form the largest number of internet users in the country, the number of youths who purchase online products is still limited. This study aimed to analyse factors affecting youth online purchasing in Tanzania and suggest strategies to improve its adoption. The subjects of the study were 43 students from the Arusha Technical College in Tanzania who were studying an E-commerce and Internet Technology course. The data were collected using questionnaires and participatory workshop. The collected data were analysed using both quantitative and qualitative techniques. The findings reveal ten factors that influence youth engagement in online purchases: quality risks, delayed deliveries, e-commerce skill gaps, fraud fears, extra charges, internet costs, payment issues, network reliability, local availability, and absence of bargaining habits. To enhance the participation of youths in online shopping, the study recommends several strategies which, if implemented, will help improve e-commerce adoption in Tanzania. The major contribution of this study is to reveal the status of online purchase adoption among Tanzanian youths and document strategies for accelerating its adoption in the country.