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 ...