A Study of Consumers’ Trust in E-Marketplaces among Generations X, Y, and Z in Thailand

Abstract

This study seeks to investigate buyer’s trust in e-marketplaces among Generations X, Y, and Z and compare their respective level of trust. The research sample consisted of 330 Generation-X, -Y, and- Z consumers who had purchased or intended to buy goods and services in e-marketplaces. The sample was selected 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 Fisher’s Least Significant Difference (LSD) or Dunnett’s T3. The findings indicate that the overall level of trust of the three generations in e-marketplace factors is high ( = 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 Z had the highest mean ( = 4.16), followed by Generation Y ( = 4.10) and Generation X (  = 3.77), However, there is a significant difference in the level of trust in the e-marketplace among the three generations at the 0.001 level of statistical significance, with Generations Y and Z placing more trust in online marketplaces than Generation X, since they were born and raised with technology, unlike Generation X. The results of this study have both theoretical and practical implications.