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    EXAMINING THE FACTORS OF TRUSTING BELIEFS IN WEB SERVICE PROVIDER: A STUDY OF CONSUMER-TO-CONSUMER E-COMMERCE IN THAILAND 

    Thara Sabaijit; Chittipa Ngamkroeckjoti (2015-08)

    This research aims to examine the factors of trusting beliefs in web service provider toward the adoption of consumer-to-consumer e-commerce (through the discussion forum website). The research is primarily conducted based on theoretical discussions regarding the relationship between trust constructs i.e. disposition to trust and trusting beliefs. An exploratory sequential design generalized qualitative findings and also non-probability sampling technique was applied by using online survey to collect 800 samples who experienced online ...