| ชื่อบทความ | A Study of Consumers Trust in E-Marketplaces among Generations X, Y, and Z in Thailand |
|---|---|
| ประเภทการตีพิมพ์ | วารสารวิชาการระดับนานาชาติ |
| ชื่องานประชุมวิชาการ/วารสาร | ASEAN Journal of Management & Innovation |
| ผู้แต่ง |
สุธีรา เดชนครินทร์ ธนัญญา ยินเจริญ |
| วันที่ตีพิมพ์/นำเสนอ | 24 มิ.ย. 2565 |
| ปีที่ | 9 |
| ฉบับที่ | 1 |
| หมายเลขหน้า | 1-9 |
| ลักษณะบทความ | |
| Abstract | This study seeksto investigate buyers trust in e-marketplaces among GenerationsX, Y, and Zandcompare their respectivelevel of trust. The research sample consisted of 330 Generation-X, -Y, and-Z consumers who hadpurchased or intended to buy goods and services in e-marketplaces. The sample wasselected using quota and accidental sampling. Data were collected from questionnaires and analyzed using frequency, percentage, mean, standard deviation, one-way ANOVA, and pairwise comparison by Fishers Least Significant Difference (LSD) or Dunnetts T3.The findings indicatethat the overall level of trust of the three generations in e-marketplace factors ishigh(푥̅= 4.01) as they value the perceived accuracy and reliability of the information offered by sellers and previous buyer reviews of the e-marketplace. Generation Zhad the highest mean(푥̅= 4.16),followed by Generation Y (푥̅= 4.10) and Generation X (푥̅= 3.77), However,there is a significant difference in the level of trust in the e-marketplace among the threegenerations at the 0.001 level of statistical significance, with Generations Y and Z placingmore trust in online marketplaces than Generation X, sincethey were born and raised with technology,unlike Generation X.The results of this study have both theoretical and practical implications. |