[[https://www.gartner.com/en/newsroom/press-releases/2019-09-19-gartner-says-customers-who-are-confident-in-their-dec|
Gartner Says Customers Who Are Confident in Their Decision Making Are 2.6 Times More Likely to Buy More ]]

[[https://www.acrwebsite.org/volumes/9871/volumes/v22/NA-22| Direct and Indirect Effects of Confidence on Purchase Intention ]]

[[https://hbr.org/2012/05/to-keep-your-customers-keep-it-simple|
To Keep Your Customers, Keep It Simple
]]

[[https://www.forbes.com/sites/jiawertz/2020/10/22/customer-confidence-is-key-to-e-commerce-success/?sh=730e08f65416|Customer Confidence Is Key To E-Commerce Success]]