中国企业的购买决策“谁”说的算?——对Webster-Wind模型的修正及检验  

Who is the Decision-maker in Chinese Enterprises' Buying?——The Modification of Webster-Wind Model and Its Testing

作　　者：李桂华[1] 卢宏亮[1] 刘峰[1] 

机构地区：[1]南开大学商学院,天津300071

出　　处：《中国软科学》2010年第7期125-133,共9页China Soft Science

基　　金：国家自然科学基金项目(70572084)

摘　　要：本文基于中国的管理情境,对Webster-Wind模型进行了修正,并构建了中国企业购买决策模型。通过调查问卷对修正后的模型进行检验,结果显示,专家力量、信息力量和合法性力量对于购买决策导向有着显著的正向影响,并且专家力量>信息力量>合法性力量;信息力量和内部熟识性对专家力量的影响显著而二者对合法性力量的影响不显著,但专家力量却对合法性力量有显著影响;同时,信息力量受到内部熟识性显著的正向影响。In this article Webster- Wind model is modified based on Chinese management context, and the decision - making model of Chinese enterprises has been built. This modification model has been tested by the questionnaire survey, which shows that expert power, information power and legitimate power have significantly positive effects on buying decision orientation, and to be specific, the first is stronger than the second, and the second is stronger than the third. Moreover, both information power and internal familiarity have significant effects on expert power, but neither on legitimate power. However, expert power has a significant effect on legitimate power, and at the same time, information power is positively affected by internal familiarity.

关 键 词：中国企业 购买决策 Webster—Wind模型 

分 类 号：F713[经济管理—产业经济]