|dc.description.abstract||C2C electronic classified marketplaces are blooming in Thailand because it can highly fulfill Thai consumer’s habit and lifestyle. The consume enjoy using C2C electronic classified marketplaces as online seller will post and update their product and service via social media as Facebook, Instagram, and Line to catch consumer’s attention, then target consumer who interested in a particular product and service will directly contact with seller on intermediary platform. Hence, consumers still feel reluctant to use online marketplaces because they do not trust the seller and providing platforms. So, this study proposed the nine antecedents as Familiarity (FAM), Experience and Habit (EXPHAB), Information Quality (IQ), Perceived Privacy Protection (PPP), Perceived Security Protection (PSP), Positive Reputation of Selling Party (RSP), Consumer Disposition to Trust (CDT), Hedonic Motivation (HM), Price Value (PV) and aim to see the influence that nine antecedents will affect to consumer’s trust (TRUST), perceived risk (RISK), perceived benefit (BENEFIT), and purchase intention. Moreover, there is a scarcity of research in this type of market, and the concept of C2C electronic classified marketplaces is still not clear. This study aims to analyze consumer purchase intention in C2C electronic classified marketplace in Thailand using a holistic standpoint to understand the role of trust, risk and benefit perception based on the scope of five different categories of the antecedents grounding on Theory of Planned Behavior (TPB), Theory of Reasoned Action (TRA), and Extending Unified Theory of Acceptance and Use of Technology (UTAUT2).
A questionnaire survey is conducted by using both online and offline survey to confirm the relationship between all major constructs of the proposed model. Data analysis tested the conceptual model by establish the convergent and discriminant validity of variables and test proposed hypothesis by using statistic programming. Covariance Based Structure Equation Model (CB-SEM) applied to test the research model fit. The result shown most respondents used C2C electronic classified marketplaces based on social media as Line, Facebook, and Instagram. Consumer’s trust will directly affect by a positive familiarity, experience and habit, a good quality of information, and consumer high disposition to trust. Accurate information will generate consumers’ trust and security protection will reduce risk perception in online marketplaces. A Positive reputation of seller and intermediary platform leads to higher risk perception. High disposition to trust characteristic can easily generate consumer’s trust and hedonic motivation influences to benefit perception and a particular perception leads to purchase intention. Price value influences on both consumer benefit perception and purchase intention. Trust and perceived benefit positively affect to consumer purchase intention, conversely high-risk perception leads to high purchase intention.||en