Modeling Students’ Choice of Private Higher Education Institutions in Tanzania Using PLS-SEM: The Role of Institutional Factors and Perceived Behavioral Control

Abstract

This study examined the underlying factors influencing students’ choice of private higher education institutions in Tanzania, with specific reference to Teofilo Kisanji University (TEKU) and Catholic University of Mbeya (CUOM). The study was guided by two main objectives: to assess the influence of institutional factors, including reputation, academic programs, facilities, and cost, and to evaluate the role of perceived behavioral control factors such as affordability, accessibility, and admission chances on students’ choice. A quantitative research approach and cross-sectional design were adopted, with data collected from 384 students using a structured questionnaire. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to examine relationships between variables. The findings revealed that institutional factors had a positive but statistically insignificant influence on students’ choice, indicating that these attributes alone do not strongly determine enrollment decisions. In contrast, perceived behavioral control was found to have a statistically significant influence, highlighting the importance of financial capability, accessibility, and admission conditions in shaping students’ decisions. The study concludes that students’ choice of private higher education institutions in Tanzania is more strongly influenced by individual constraints than by institutional characteristics. The study recommends that private universities and policymakers focus on improving affordability, accessibility, and student support mechanisms to enhance enrollment and participation.