A Study Of The Relationship Between Customer Perceived Value And Trust Under The Internet Environment

Customer trust for the maintenance of enterprises with the relationship between the customer plays an important role. Relationship Marketing as a core concept traditional environment how to build customer confidence in the academic study by the widespread concern. However, the emerging Internet business environment, previous research conclusions are still applicable, awaiting further exploration.The research is still at an initial stage in China's network of retail research background, detectors in the industry how to build customer confidence, and make customers perceived value of the Internet environment affect consumer confidence and an important driving factor. This paper first customer perception of value, trust and confidence in the tendency of the literature review, on this basis, will be divided into trust, integrity, benevolence and ability three dimensions, raised the perceived value of the different dimensions of trust has different effects prospecting and customer perception of value and the three dimensions of trust and confidence in the relationship between the tendency. On this basis of a perceived value, trust and confidence in the relationship between the tendency model Empirical studies using the method of model tests.Empirical research for the model provides full support The results showed the perceived value of the three dimensions of trust has significant impact, but the size of the three different perceived value of humane dimensions of the greatest impact on the integrity of the second dimension, the ability of the smallest dimensions, It will support the trust in the need for decomposition. The results also showed the perceived value of the three dimensions of trust and consumer confidence inclination there are significant positive correlation, but the perceived value of the trust tendency relatively weak, shows the perceived value of the trust tendencies affect mainly through trust among the realization of the role. On this basis, the paper on the theoretical study and practical significance of the discussions and the prospects for future research.