Consumer digital trust: The main trends and research directions

Russian Management Journal. 2021. Vol. 19. No. 4. P. 429–450.

Eduard О. Tunkevichus, Vera A. Rebiazina

The objective of this paper is to systematize the research on the consumer digital trust from 2016 to 2022 and to determine existing and future research trends. The authors apply a combined systematic and bibliometric review methodology using Scopus metrics and natural language processing techniques using R. Through an analysis of 173 journal publications from the Scopus database, the authors systemize accumulated knowledge on the topic. As a result, the authors have developed a knowledge map based on keywords, identified and analyzed seminal papers on digital trust, identified the main research directions on this topic, and analyzed their development and perspectives. From a practical point, the results of the study demonstrate that companies not only need to pay attention to the development of consumer trust in service, but that the quality of technical equipment and the security of consumer data are also important. Also, research demonstrates, that while digital trust is generally important for online services, it plays an especially significant role in the sharing economy, e-commerce, and digital health services.

Keywords: доверие, trust, библиометрический анализ, тематическое моделирование, bibliometric analysis, digital trust, topic modelling, цифровое доверие