Trust of online consumers: Comparative estimation and the model of formation (on the example of Russia and China)

Abstract

Goal: the article presents the results of an empirical study modeling online consumer trust in various country contexts, considering the type of online shopping experience. Methodology: the research methodology is built on a comparative estimation of the e-trust in Russia and China based on the online survey data, the total sample was 1,800 respondents. Findings: a positive relationship of “precursor” factors (mechanisms for reviews, return/exchange of goods, online guarantees) with the trust of online consumers was proved; the significance of crosscountry differences in the formation of online consumer trust in terms of the relevance and relevance of information contained in reviews, and the fairness of the return (exchange) process (using the samples of Russia and China as an example), and, conversely, cross-country differences have not been established in terms of accuracy and complexity information contained in reviews, the controllability of the return/exchange process, and the mechanism for online guarantee; confirmed the lack of relationship between the type of consumer experience and e-trust. Originality and contribution of the authors: the results of the study contribute to understanding the management of interactions between a company and online consumers and provide a basis for investment in the creation and development of cross-border e-commerce related to the formation of online consumer trust.