User’s Trust in Internet Services: Calculation Bases

This article explores the theoretical foundations of calculating the user’s trust in Internet services. The author conceptualized trust as a rational action and used the metaphor of calculation to examine the main objective factors that affect trust in internet services. These factors were divided into three groups according to the evaluation object: winnings, risks, and trustworthiness. The increasing offer makes the user face the trust dilemma. Trust in Internet services depends on many interrelated factors that encourage users to turn to online services. The factor of winning is especially important: online services save time and are more user-friendly. The risk factor is associated with the personal data that the user has to provide. The research facilitates the processes of digital transformation in general and can help to increase public trust in specific Internet services.