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Факторы, формирующие онлайн-доверие представителей молодого поколения
The paper is devoted to the influence of various levels of factors (intrapersonal, interpersonal, state level) on consumer trust in the online service and on the intention to use this service. The object of the empirical study was the users of online services, the sample of the study was 251 respondents, and the PLS-SEM method was used for analysis. As a result of the study, a significant influence of the propensity to trust on trust in the online service was revealed (direct and indirect), the influence of interpersonal trust on trust in the company was revealed, and it was also revealed that the perceived effectiveness of the regulatory activity of the state has only an indirect effect on trust in the online service through interpersonal trust. A significant negative moderating effect of the perceived professionalism of employees on the relationship between trust in the online service and the intention to continue using the service was also revealed.