BEHAVIORAL DETERMINANTS ON ACCEPTANCE OF THAI E-MARKETPLACE

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Jutha Juthasilaparutt
Sunida Piriyapada

บทคัดย่อ

The role of e-marketplace in Thailand is becoming increasingly important in Thai people’s daily life because it is convenient and fast. As a result, online commerce has grown rapidly and simultaneously. This research was aimed to (1) investigate factors that affect the users’ behavioral intentions for using e-marketplace by using the Extended Technology Acceptance Model (TAM) with customized external variables and (2) study which influencing factors are the key factors that make users use e- arketplace regularly. 


An online survey questionnaire had been distributed to 416 people who were familiar with e-marketplace platforms, and the research data were analyzed with the use of the partial least square structural equation modeling (PLS-SEM). In the research findings, it was found that (1) sale promotion and game mechanic factors had significant effects on perceived usefulness, while sales promotion factor and family and friends factor had significant effects on perceived ease of use and (2) both perceived usefulness and perceived ease of use also had statistically significant effect on behavioral intentions of the users for the use of e-marketplace. In the conclusion, this paper presented the important administrative recommendations for creating satisfaction of e-marketplace users that would create higher acceptance for using e-marketplace in Thailand.

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