msueconВестник Московского университета. Серия 6. ЭкономикаLomonosov Economics Journal0130-0105MSUPRESS10.55959/MSU0130-0105-6-58-4-8msuecon-1135Research ArticleВОПРОСЫ УПРАВЛЕНИЯMANAGEMENT ISSUESМногомерная модель формирования цифрового доверия пользователей цифровых сервисов: результаты эмпирического исследованияMultidimensional model for digital trust of digital services users: results of the empirical researchhttps://orcid.org/0000-0002-1110-9840ТункевичусЭ. О.TunkevichusE. O.

Тункевичус Эдуард Олегович — cтудент программы магистратуры «Маркетинг: цифровые технологии и маркетинговые коммуникации» Высшей школы бизнеса

Москва

Moscow

eotunkevichus@hse.ruhttps://orcid.org/0000-0002-0150-947XРебязинаВ. А.RebiazinaV. A.

Ребязина Вера Александровна — к.э.н., доцент, заместитель директора ВШБ, руководитель департамента маркетинга Высшей школы бизнеса

Москва

Moscow

rebiazina@hse.ruНИУ «Высшая школа экономики»РоссияHSE UniversityRussian Federation202326062023584165200Copyright © Тункевичус Э.О., Ребязина В.А., 20232023Тункевичус Э.О., Ребязина В.А.Tunkevichus E.O., Rebiazina V.A.Данная работа распространяется под лицензией Creative Commons Attribution 4.0.This work is licensed under a Creative Commons Attribution 4.0 License.https://msuecon.elpub.ru/jour/article/view/1135

Статья посвящена разработке многомерной модели потребительского доверия пользователей онлайн-сервисов, включающей такие измерения, как уверенность в эффективности регуляторной деятельности государства, доверие потребителей к онлайн-сервису, межличностное доверие и предрасположенность к доверию. Исследования доверия потребителей в России проводятся преимущественно либо в офлайн-контексте, либо с акцентом только на одно из измерений доверия, при этом обычно такие исследования являются концептуальными. Представленное исследование – одно из первых в России, проведенное с использованием эмпирического инструментария и анализирующее доверие потребителей в качестве многомерного конструкта в онлайн-контексте. Объектом эмпирического исследования выступили пользователи онлайн-сервисов – представители поколений Y и Z, выборка пилотного исследования – 388 респондентов, для анализа использован метод моделирования структурными уравнениями (PLS-SEM). В результате исследования выявлено значимое влияние предрасположенности к доверию и воспринимаемой эффективности регуляторной деятельности государства на межличностное доверие. Также подтверждено значимое положительное влияние предрасположенности к доверию на доверие к онлайн-сервису, однако не обнаружено значимое влияние воспринимаемой эффективности регуляторной деятельности государства на доверие к онлайн-сервису. Кроме того, в исследовании выявлено значимое влияние уровня межличностного доверия на доверие к онлайн-сервисам и влияние доверия к онлайн-сервисам на намерение потребителей использовать сервис. Дополнительно в модели протестированы присутствующие эффекты медиации и модерации. Представленное исследование актуально не только с теоретической точки зрения, но и с практической, так как разработанная модель позволяет выявить факторы, формирующие доверие потребителей к онлайн-сервису. Результаты исследования демонстрируют, какие воспринимаемые характеристики компании формируют доверие потребителей и какие факторы могут снизить негативное влияние недоверия потребителей на намерение использовать сервис при наличии такового.

The paper addresses the development of a multidimensional model of consumer trust of online services users, including such dimensions as trust in the effectiveness of regulatory activities of the state, consumer trust in online services, interpersonal trust, and predisposition to trust. Consumer trust studies in Russia are conducted primarily either in an offline context, or with an emphasis on only one of the dimensions of trust, at the same time Russian studies are mainly conceptual. The presented study is the first in Russia conducted using empirical tools and analyzing consumer trust as a multidimensional construct in an online context. The object of the empirical study is the users of online services – representatives of generations Y and Z, with the sample of the pilot study of 388 respondents, the Structural Equation Modeling method (PLS–SEM) used for analysis. The study reveals a significant influence of the predisposition to trust and the perceived effectiveness of the regulatory activities of the state on interpersonal trust. A significant positive influence of trust predisposition on the trust in online service is also confirmed, but no significant influence of the perceived effectiveness of the regulatory activity of the state on the trust in the online service was found. The study reveals a significant influence of interpersonal trust on trust in online services and the influence of trust in online services on consumers’ intention to use the service. The present effects of mediation and moderation are tested in the model. The presented research is relevant not only from a theoretical point of view, but also from a practical one, since the developed model allows us to identify the factors that form consumer trust in the online service. The findings demonstrate the perceived characteristics of the company which form consumer trust, and the factors that can reduce the negative impact of consumer distrust on the intention to use the service.

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The authors declare that there are no conflicts of interest present.