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A marketplace in a social networking website is called “social networking marketplace”. It has become one of important channels to establish transactions between buyers and sellers on the Internet. However, how to persuade a buyer to purchase products or services from a seller in this type of marketplace is still unclear. The aim of this study was to explore trust signals or features of trust in social networking marketplace in order to discover quality factors affecting trust in a seller. Analytical techniques were applied on the collected data to develop an appropriate set of categories of factors affecting trust in a seller in a social networking marketplace. The analysis was based on data collected in Thailand.