Determinants of purchasing decisions for online promoted products among marketing students at Tanzania Institute of Accountancy

作者：Moses Shilla · 发表于：Science Mundi · 年份：2026 · DOI：10.51867/scimundi.6.2.20 · 研究领域：Technology Adoption and User Behaviour、E-commerce and Technology Innovations、Diverse Scientific Research Studies

Advancements in science and technology have shifted product purchasing behavior from physical shops to digital shopping platforms. However, little is known about the determinants of online purchasing decisions among marketing students in higher education who have been exposed to digital e-commerce skills. Specifically, the study explored the type of online-promoted products experienced by higher education students, examined the determinants for higher education students’ decisions to purchase online, and explored the challenges higher education students encounter when purchasing online. The study employed mixed approaches; quantitatively and qualitatively where by descriptive designs and focus group discussions established. Data were collected through questionnaires distributed to three bachelor’s degree classes (all bachelor degree levels) of marketing from Tanzania Institute of Accountancy who were not only potential customers for online-promoted product but also have adequate knowledge for judging the purchasing activities and those questionnaire supported with focus group discussion. This study was informed the theory of planned behavior. Data collected subjected to inferential, descriptive, and content analysis techniques. The study found that the nature of the product itself, pricing, and promotion channel; specifically digital platforms, determined the students’ purchasing decisions. The highly purchased products online were shoes, clothes, and electronics, compared to...