The Role of Buyer’s Trust Influencing Purchase Intention in the Electronic Marketplace


  • Thananya Yincharoen Faculty of Management Sciences, Songkhla Rajabhat University, Songkhla
  • Akkayarn Arrayayarn Faculty of Management Sciences, Songkhla Rajabhat University
  • สุธีรา เดชนครินทร์ Faculty of Management Sciences, Songkhla Rajabhat University, Songkhla


The purpose of this research was to examine the buyer's trust influencing purchase intention in the electronic marketplace (e-marketplace). The online questionnaire of this study was employed as a research tool to collect data from 420 respondents. This study adopted quota and accidental sampling. Statistics used in data analysis consisted of confirmatory factor analysis (CFA) and structural equation modeling (SEM).

This research revealed that the developed model was goodness of fit with empirical data with the statistics as follows: χ2/df = 2.92, comparative fit index (CFI) = 0.964, Tucker-Lewis index (TLI) = 0.956, root mean square error of approximation (RMSEA) = 0.068 and standardized root mean square residual (SRMR) = 0.039. The result found that buyer’s trust had a significant positive influence on the intention of purchase in the context of the e-marketplace. Moreover, the finding also confirmed that trust in the e-marketplace consisted of three elements, namely, 1) trust in the seller, 2) trust in the intermediary, and 3) trust in transactions to investigate trust in online shopping.


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Author Biography

สุธีรา เดชนครินทร์, Faculty of Management Sciences, Songkhla Rajabhat University, Songkhla





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How to Cite

ธนัญญา ยินเจริญ, อัคญาณ อารยะญาณ, & เดชนครินทร์ ส. (2022). The Role of Buyer’s Trust Influencing Purchase Intention in the Electronic Marketplace. Modern Management Journal, 20(1). Retrieved from



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