Consumers’ attitude towards online shopping in Tanzania.

Online shopping is no doubt the business opportunity. It is a growing sector on fashion and accessories, electronic goods and books in Tanzania. Many studies claim that online purchasing is still at young stage of growth in Tanzania and that the growth potential is inevitable. On the other hand, little is known about the reception of online purchasing and the reasons behind consumers’ attitudes to purchase online. This study identifies the potential of online shopping by examining the attitude of consumers towards online purchasing as an option to trip for physical stores. It also looks into the influence of factors such as demographic profile, trustworthiness, prior experience and lifestyle of consumers towards online shopping. In total 50 compelling responses were collected via questionnaire survey. The questionnaire survey consists of 32 questions. By using Pearson‘s Correlation and One-way ANOVA test, the hypotheses were tested to find out the significance and the relationship between the dependent and the independent variables. The results and the findings showed that buyers showed positive intent to do online shopping. The attitude also was positively and highly correlated to behavioral intent. The researcher also observed that trustworthiness, prior experience and lifestyle of consumers have direct influence on attitude. On the contrary, the demographic profile, frequency of online shopping and the time for daily internet usage had zero impact on the attitude. The Theory of Reasoned Action (TRA) and Theory of Planned Behavior (TPB) are purposefully applied in this study. To conclude, future studies are recommended so as to develop the generalisability of the constructs including selecting randomized samples which are larger in size. This research is supposed to be conducted by engaging participants to participate in the survey via actual websites. The websites are supposed to be spontaneous with features which buyers consider as important such as security, ease of transaction and trustworthiness.