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论文编号：	7392
作者编号：	2120132396
上传时间：	2015/6/9 12:03:46
中文题目：	供应商品牌导向对采购商重复购买意愿的影响研究——以采购商感知价值为中介
英文题目：	Research on Influence of Suppliers’ Brand Orientation on Repurchase-intention through Purchasers’ Perceived Benefit as Mediator
指导老师：	李桂华
中文关键字：	供应商品牌导向；采购商重复购买意愿；采购商感知价值；采购商视角；B2B情境
英文关键字：	brand orientation; repurchase-intention; perceived benefit; purchasers’ perspective; business-to-business environment
中文摘要：	信息技术的进步促进了市场竞争的发展，也使得市场同质化越来越严重。对于B2B市场以及B2C市场，仅依靠产品服务质量取胜早已不适应，同质化市场的快速推进使得品牌力量逐渐取代产品价格以及质量，成为消费者更为关注的方面。在消费者市场，品牌化战略的成功是有目共睹的，这极大地刺激了组织市场企业品牌化的发展。可以说，品牌构建已经引起了企业的重视，不少公司先后将品牌作为企业战略的核心，开展品牌导向战略，引导企业进行资源配置。在产业市场中，包括因特尔、骁龙等公司正在开展品牌导向战略，并获得了很大的成功。学术界关于品牌导向战略的研究大多是从产业市场展开，且主要侧重于品牌导向与企业经营绩效、品牌导向性企业特点以及测量量表的开发等方面。除此之外，研究角度也多选择品牌导向战略的实施主体-企业自身展开。 基于上述背景，本文选择从采购商视角，以采购商感知价值为中介变量，尝试对产业营销领域中供应商品牌导向对采购商重复购买意愿存在的影响进行探索性分析研究。在进行理论梳理之后，本文构建出从采购商视角出发对供应商品牌导向进行研究的模型框架，并结合研究目的和文献理论回顾开发出了B2B情境下从采购商角度测量品牌导向程度的量表。为了更好的反映产业营销领域的特征，文章借鉴已有研究成果，将采购商感知价值划分为交易价值、关系价值以及共创价值三个维度。以采购商感知价值为中介变量构建了品牌导向-感知价值-重购意愿结构模型，并采用实证分析法对模型进行检验。 通过实证分析，本研究发现，在品牌导向-感知价值-重购意愿作用机制中，品牌导向对感知价值中的交易价值和关系价值具有显著影响；交易价值、关系价值以及共创价值三种感知价值对采购商重购意愿具有显著影响；交易价值和关系价值在品牌导向和重购意愿作用机制中有不完全中介效应。但是，供应商品牌导向对共创价值并不具有显著影响；共创价值在品牌导向-感知价值-重购意愿作用机制中也不具有中介作用。图5幅，表14个，参考文献83篇。
英文摘要：	With the development of information technology，the competition in different markets is more and more intense. As a result of this, market homogeneity is more serious than ever. Both for B2B and B2C market, it won’t work any longer to win the customers with high quality of products and services. To stand out in a homogeneous market, you must have a strong brand. In the consumer market, the brand strategy's success is obvious to all. Which, of course, greatly stimulated the development of the brand orientation in industrial market. Companies such as Intel, Xiao dragon are carrying out brand orientation strategy and on their way to success as well. More and more enterprises realize the importance of brand. They take brand as the core of enterprise strategy and carry out brand orientation strategy. Academic research on brand orientation mainly focus on influences brand orientation could have on business performance, characteristics of enterprises with brand orientation strategy, measurement scale of it etc., under the industry market background. Moreover, most of the studies were carried out from the view of suppliers. Based on the perspective of purchasers, this article aims to examine the relationship between brand orientation and repurchase-intention accompanied with the purchaser perceived benefit as mediator variable in the business-to-business (B2B) environment. Based on the literature review, a testable model regarded to the relationships among ‘brand orientation’, ‘repurchase- intention’ and ‘perceived benefits’ will be proposed. In this model, these three variables would be treated as the antecedents, outcome and mediator to analyze their relationship. Also, this study develops a measurement scale about brand orientation from purchasers’ perspective. According to the previous studies, perceived benefits could be divided into three dimensions: performance value, relationship value, and co-creation value. The results of empirical research show that brand orientation have positive effects on performance value and relationship value. And both three kinds of perceived benefits have a significant impact on repurchase-intention. Meanwhile, performance value and relationship value have partial mediation effects in this model. However, the effect between brand orientation and co-creation value is not significant and co-creation value do not have mediation effects in this model.
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