供应商品牌溢出价值、品牌关系质量与采购商重复购买意向:基于采购商视角  

Spillover Value of the Suppliers' Brand,Brand Relationship Quality and Buyers' Repurchase Intention:From the Perspective of Buyers

作　　者：李桂华[1] 卢宏亮[1] 

机构地区：[1]南开大学商学院

出　　处：《南开管理评论》2010年第4期71-82,共12页Nankai Business Review

基　　金：国家自然科学基金项目(70572084)资助

摘　　要：采购商的重复购买对于供应商获取持续的利润来源至关重要。在影响采购商重复购买意向的众多因素中,对于供应商品牌的关注度明显不足。本文从采购商角度,基于关系营销理念,提出了理论模型及研究假设,通过搜集国内企业的相关数据,对供应商品牌的溢出价值影响品牌关系质量进而影响采购商重复购买意向的相关假设进行了实证研究。结果表明,供应商品牌带给采购商的财务价值、顾客价值和管理价值都能正向影响企业间的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无显著影响。Buyers＇ repurchase is of great importance for suppliers in gaining sustainable benefits. Of those factors that influence buyers＇ repurchase intention, the role of brand has been given obviously insufficient attention. First of all, the study reviews the relevant literature such as business to business brand, brand value, brand relationship quality and repurchase intention, and from the research perspective of buyer, divides the spillover value that the supplier＇ brand contributes to the buyer into three dimensions of financial value, customer value and management value. At the same time, this study divides brand relationship quality into brand trust, brand satisfaction and brand commitment. Based on the concept of relationship marketing, this paper proposes a theoretical model which can reflect the interaction between the spillover value of supplier＇ brand, brand relationship quality and repurchase intention of buyer, and then puts forward 12 research assumptions. Next, the paper conducts an empirical study by collecting the relevant data from domestic enterprises, and 165 valid samples have been obtained by the questionnaire survey. Data are analyzed using SPSS17.0 for Exploratory Factor Analysis （EFA） and LISREL8.7 for Confirmatory Factor Analysis （CFA） as well as Path Analysis. The empirical results show that 10 of all 12 assumptions have passed the statistical test, which confirms the relations between the spillover value of supplier＇ brand, brand relationship quality and repurchase intention of buyers. In details, the financial value, customer value and management value of a brand make a positive impact on brand trust and brand commitment, and help to promote buyers＇ repurchase intention. Moreover, management value can also enhance customer satisfaction for a brand, whereas financial value and customer value have no significance. This paper will enrich the limited literature on business to business brand in China and provide a foundation for better understanding the role of suppliers＇ b

关 键 词：供应商品牌 关系质量 重购意向:企业间营销 

分 类 号：F274[经济管理—企业管理] F273.2[经济管理—国民经济]