Model for Creating Online Consumers Confidence in E-commerce
Having analyzed the results of many theoretical and empirical studies (1999-2018), we found that contradictions and gaps in the field of online consumers confidence still existed. Our current research extends the model of D. Gefen and D.W. Straub with three mechanisms of creating confidence (mechanism of review, return and exchange of commodities, providing online guarantees), which are regarded as predecessors of confidence. By fitting the online consumers global experience as a factor of the consumers behavior, as well as the culture as a control variable into the confidence model, we suggest a more accurate assessment of factors that will help to clarify the understanding of how the consumers e-confidence is created in the modern context of cross-border e-commerce. We assume that understanding of 2he social presence is still influencing on creating the confidence of the online consumers having the experience in foreign online purchasing.