The models of the second group are based on two approaches: cyclic and staged. The most famous representatives of this group are the models of Thomas Dilman and Peter Lu. These models emphasize the importance of basic trust, but trust itself is seen as one of the stages, stages (hence the name) of the communication process. An overview of the articles examining trust in digital economy products from these perspectives is presented in this paper.
As a basis for their review, i use the model of consumer purchasing decisions. At the same time, they took into account that the consumer's purchase of goods on the Internet was made with the help of various digital economy products. I considered consumer behavior in different contexts and achieved some success in certain areas, but of most of the issues, however, was carried out in a rather fragmented manner.
Interpretation of the model is based on the consumer decision-making process, which includes the following steps:
- the need for awareness (awareness of the consumer's need to make a purchase);
- search for information;
- evaluation of alternatives;
- the purchase itself;
- evaluation of the goods after purchase;
- re-purchase
The above stages of consumption are listed with the following comments. The first stage is when the desired state of affairs and actual situation are sufficient to activate the decision-making process. The consumer then either searches for information stored in memory or finds relevant information in an external environment (e.g. the Internet).
At the evaluation stage, the consumer compares different alternatives to the purchase and narrows the choice for the preferred alternative. Acquisition of the preferred alternative is based on a positive decision at the evaluation stage. Once the consumer starts to evaluate the purchased product, their expectations are compared to the actual result. The results of this comparison (evaluation process) influence the reacquisition or non-acquisition of the selected product.
The second level of the online consumption scheme (and at the same time the structure of the analysis scheme) illustrates the factors most frequently quoted by the authors of publications at each stage of online purchasing. Trust as a factor is noted in two stages: purchase itself and re-purchase.
In the first case, i identify risk, trust, security, transaction efficiency, payment method, delivery method and hotline as factors influencing consumer purchasing decisions. In the second case, at the re-purchase stage, trust is also an important factor in decision making - along with loyalty, satisfaction, product characteristics, possible discounts, as well as the presence of an online customer relationship system that is of interest to the consumer.
Finally, returning to the review of existing online consumption models, it is necessary to point out the models of the third group, which emphasize the influence of different characteristics and conditions on the formation of trust.
The most widespread model contains three blocks:
1. individual characteristics;
2. technology characteristics;
3. characteristics of a partner (company)
Nevertheless, some rightly point to the existing international and cross-cultural differences in online trust, which cannot but affect the development of a model of trust in the digital economy with respect to Russian consumers. The rapid informatization of almost all sectors of the Russian economy and its rapid saturation with various kinds of digital products make the development of models for building trust in them particularly relevant.
At the same time, the need to supplement the existing foreign and domestic models of trust with a number of factors that take into account the specifics of the behavior of domestic consumers is becoming increasingly urgent. In particular, it is a question of studying the ideas of the Russian consumer about the products of the digital economy, as well as the function of trust in them as an adaptive mechanism for existence in the conditions of transition of an increasing number of processes of everyday life in the new information space.