36
are reflected from the online site as well as from the clarity of information that make up the perception of the consumer. Where is the Javernpaa
mentioned in his research that the Perceived value that influences the trust emphasized on Perceived Size, i.e. the perception that form the site or
store that sells products and services on line, not related to the product or brand.
3. Customer Perceived Value with the Customer Commitment
Suliyanto 19: 4 says the Consumer perception of value has a positive influence to our customer commitment, Chahal and Kumari,
2011. Resumed from the quote Li and Patric 2010, Quality and Values influence satisfaction which in turn affects on our customer commitment.
Supported by Li 2010: 30 where he wrote that Perceived value has a direct influence to customers commitment.
Lam Research 2004 Mohammed 2012; 117 found that Customer Perceived Value has the effect of either directly or indirectly
through satisfaction of consumer behavior in the loyalty, including commitment to customers.
Jeff Hess and John Story 2005:314 says thatCommitment is a fundamental and powerful concept that can only be fully understood and
applied if decomposed into its major dimensions.
37
4. Brand Reputation with the
Customer’s Commitment
In the beginning of the study results Anderson 1994 cited by Pinson 2012, 62 found that
“Brand Reputation was found positively correlate with customer commitment
”. Past research conducted by Grounros 2005: 127 shows the results
of that relationship and the high attachment between consumers with on line shopping, determined by the presence of a good reputation, from the
shop on line, as well as of goods traded in the on line. Ogba and further Than 2007: 5 cites the research of Lacey, et al
2006 “customer commitment should be measured from the point of view
that customer can express emotional feelings and desire to maintain a relationship with a brand as a result of deeper intrinsic factors like the
brand reputation from the customers perspective. ”
5. Consumer’s trust with the Customer’s Commitment
Much research has revealed about how trust and commitment. Very famous is the study of Morgan and Hunt 1994 in Chauduri and
Holbrrok 2001: 83, the results of his research found that brand trust leads to brand loyalty or commitment because exchange creates the trust
relationship that is highly valued . Ching-Hsien, et al 2002, 6 of research results of Jian 2001,
brand trust influence a customers attitude for brand, and will have positive influenced for the commitment and the research results of Arjun
38
and Morris 2001, research proof that brand trust has a positive effect to the commitment of customers form.
Previously, Garbarino and Johnson 1999: 73 in support of what has been done by Morgan and Hunt 1999: trust is precursor of
commitment, because commitment involves potential vulnerability and sacrifice, it follows that people are unlikely to be commitment unless you
already established. The research of Li 2010: 30 conducted on the basis of return
research of Cacers and Paparoidamis 2007 revealed that from the results of his research found that trust has significantly effect the commitment .
The same was done by Casalo, et. Al. 2011: 202 taking the hypothesis of the research results Farelly and Quester, 2003: greater
levels of trust improve the level of commitment to a given relationship, and also results of Bauer 2002 related with the online shopping, which
States Trust has a positive influence on its committed to the relationship with the website.
C. Framework
