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

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.