Factor that affecting success of E-Marketplace in Thailand

Abstract

Abstract-Since purchasing via E-Marketplace is performed through an online intermediary, goods will be delivered to customers from the middlemen. Intermediary problem occurs when customer cannot directly contact to sellers. Hence, E-Marketplace providers need to focus on communication to customers, especially when the customers have problem. This research is a study of the factors leading to successful E-market in Thailand, developing from the model of E-commerce purchase intention study (trust-based consumer decision-making model). There are two new factors -Communication and Logistic Service Quality -added to the model to better explain purchase intention in E-Marketplace. Moreover, online intermediary is classified into two types, which are high-trust and low-trust online intermediaries to explore behavior of purchase intention from the different customers who have different level of trust in the online intermediary. Therefore, this study will help E-marketplace providers to better understand the factors that can affect customer's buying intention and to be successful in their business.