The Factor of Trust in the Functioning of Modern Digital Platforms
- Authors: Zambalaeva T.B.1
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Affiliations:
- National Research Tomsk State University
- Issue: Vol 18, No 1 (2022)
- Pages: 137-140
- Section: Articles
- URL: https://journals.eco-vector.com/2541-8025/article/view/532080
- ID: 532080
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Abstract
The aim of the work is to study the role of trust in the structure of transactions made on digital platforms. Trust on digital platforms is built through reputation ratings, reviews, and comments. The study is being conducted on the Wildberries digital platform. The sample included 62 reviews posted on the platform from 22.06. 2021 to 01.21.2022 in the product category «headsets and headphones». The main method of analysis is econometric analysis in RStudio. From each review left, data was collected, namely, a rating score, the presence of a review with a photo, an image in the user's profile (avatar), additional information about the user, gender, user activity and the total period of registration on the platform. As a result, out of 62 reviews, negative reviews are given by men. The gender distribution of reviewers is 42 women and 20 men. In general, buyers pay attention to the rating score, reading the content of the reviews, considering it a more informative factor. A high product rating helps to reduce the degree of uncertainty when making a purchase decision. Thus, online reputation on the platform is essential for making a purchase and is considered a key signal for demonstrating trustworthiness towards market participants.
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About the authors
Tuyana B. Zambalaeva
National Research Tomsk State University
Email: zambalayeva@mail.ru
Post-Graduate Student Tomsk, Russian Federation
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