供应商品牌绩效对采购商重复购买意向的影响——以品牌关系质量为中介的实证研究  

The Influence of Suppliers' Brand Performance on Buyers' Repurchase Intention——An Empirical Study with Brand Relationship Quality as the Mediator

作　　者：李桂华[1] 卢宏亮[1] 

机构地区：[1]南开大学商学院,天津300071

出　　处：《经济管理》2010年第3期139-147,共9页Business and Management Journal ( BMJ )

基　　金：国家自然科学基金项目"中国企业购买行为的实证分析与产业营销策略研究"(70572084)

摘　　要：本文以采购商价值为研究视角,构建了以供应商品牌绩效为自变量,以品牌关系质量为中介变量,以采购商重复购买意向为因变量的理论模型进行实证研究。结果显示,本文提出的12条假设有10条通过检验;供应商品牌的财务价值、顾客价值和管理价值都能积极影响品牌信任和品牌承诺,从而有助于提升采购商的重购意向。但管理价值不仅正向影响采购商的品牌信任和品牌承诺,而且可以增强其对于品牌的满意程度,而财务价值和顾客价值对于品牌满意却没有显著影响。This paper, from the research perspective of buyer value, constructs a theoretical model with suppliers＇ brand performance as an independent variable, brand relationship quality as an intermediary variable and buyers＇ repurchase intention as a dependent variable, and formulates twelve research hypotheses. It finally comes to the conclusion as regards the relationship between brand performance, brand relationship quality and repurchase intention of buyers, which shows that among those 12 hypotheses formulated in the paper, 10 have passed the examination, and that the financial value, custom value and management value of suppliers＇ brand can make a positive impact on their brand trust and brand commitment and help to promote buyers＇ repurchase intention. Moreover, management value can also enhance custom satisfaction for a brand, whereas financial value and custom value have no significance.

关 键 词：品牌绩效 关系质量 重购意向 企业间营销 

分 类 号：F713[经济管理—产业经济]