The Influence Of Customer Value To Brand Trust Of Romantic Dating Sites

For the past few years, the scale of the internet users in China has proliferated rapidly. Up toDec12th,2010, the internet penetration rate has risen to34.3percent. The amount of websiteshas reached up to1,910,000. Romantic Dating Sites, as a typical brand of Social Network Site,with the promotion of capital and the simulation of successful mode from Western romanticdating sites, Chinese romatic dating sites have developed swiftly.Customer value theory, which is used in electronic business, has achieved abundant theoreticalresearch results. This research will use customer value to provide a better explanation for what isdemand value for the clients and how to choose a trusted brand website. This study builts aconceptual model，the direct influence of customers value to brand trust. With the investigatorsfrom romatic dating sites and using questionnaire as the research method. Besides, empiricalresearch method is utilized to explore the directly impact of customers value to brand trust.Hypothesis testing is conducted with correlation analysis and multiple regression analysis.Results indicate that each measurement scales process good reliability and validity, as well asverifying the influence mechanism of every dimension from customer value to brand trust.Taking advantage of the research outcome, relevant suggestions for improvement will be putforward.In the final section, limitations of this research will be discussed and the possible futureresearch directions will be put forward.