摘要
This paper aims to propose a new trend in research which integrates the online customer relationship management through the perspectives of perceived value,satisfaction,and e-trust regarding the online restaurant in Chinese e-CRM business backgrounds.This study constructs a structural equation model to analyze the online restaurant marketing with the research perspective of the relationships among perceived value,satisfaction and e-Trust,corresponding to the cognitive belief,affective experiences and cognitive behavior of e-CRM.This model proposes six hypotheses concerning the relationships among perceived value,satisfaction and e-trust,aiming to demonstrate the predominant factors affecting the online restaurant sales and further to have a better understanding of the customers’preferences on placing orders and purchases in the online context.The results show that there is a series of connections among perceived value,satisfaction and e-trust,and most of them are important.First,the perceived value has an incentive effect on satisfaction,e-trust,and customers’commitment to a relationship.Second,satisfaction has a positive impact on e-trust and leads to the commitment to a relationship.Third,e-trust positively affects the consumer commitment to a relationship.In addition,production quality,service quality and price fairness have a significant impact on the perceived value.
