采购商重复购买意愿影响因素研究——基于要素品牌战略模式的分析

发布时间：2019-07-09 06:41

【摘要】：本文从供应商的资源条件与要素品牌感知价值方面对我国205家采购商的样本数据进行检验,探讨采购商对要素品牌重复购买意愿的影响因素及其内在关系。研究发现:供应商不同类型的资源条件对要素品牌的产品核心价值与市场战略价值具有不同影响,要素品牌的产品核心价值与市场战略价值正向影响采购商的重复购买意愿;要素供应商通过实施要素品牌战略维系与采购商的持续交易关系需要具备一定的资源基础,这种资源能够创造出采购商可感知的价值。因此,供应商应根据要素品牌价值类型对不同资源进行分配和管理,通过将资源基础转化为采购商可感知的品牌利益来提高其重复购买的意愿。
[Abstract]:This paper tests the sample data of 205 purchasers in China from the aspects of supplier's resource conditions and factor brand perceived value, and probes into the influencing factors and internal relations of purchasers' willingness to repeat purchase of factor brands. It is found that different types of resource conditions of suppliers have different effects on the product core value and market strategic value of factor brand, and the product core value and market strategic value of factor brand positively affect the buyer's willingness to buy repeatedly. Through the implementation of factor brand strategy, factor suppliers need to have a certain resource basis to maintain the continuous transaction relationship with purchasers, which can create perceptible value for purchasers. Therefore, suppliers should allocate and manage different resources according to the type of factor brand value, and improve their willingness to buy repeatedly by transforming the resource base into the perceived brand interests of purchasers.
【作者单位】：重庆理工大学管理学院;
【基金】：国家自然科学基金项目“双层级市场结构下的供应商要素品牌化竞争优势形成机制及其对绩效的影响研究”,项目编号:71572083;国家自然科学基金项目“转型经济背景下B2B品牌资产的来源路径、形成机理及溢出效应”,项目编号:71302065
【分类号】：F713.83

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