供应商品牌导向对采购商品牌锁定购买行为的作用机制研究

The Research on Mechanism of Supplier Brand Orientation on Buyer Brand Lock-in Purchasing Behavior

中文关键词:  品牌导向  感知交易价值  感知关系价值  环境不确定性  品牌锁定购买行为

英文关键词:brand orientation  perceived transaction value  perceived relationship value  environment uncertainty  brand lock-in purchasing behavior

中文摘要:

      不同于大多数基于供应商视角的研究,从采购商视角探讨了供应商品牌导向战略对采购商品牌锁定购买行为的作用机制,将采购商感知价值视为关键因素,提出了“品牌导向—采购商感知价值—品牌锁定购买行为”的理论模型,并检验了环境不确定性的调节作用。基于242家企业数据的实证检验结果表明,供应商品牌导向显著正向影响采购商的品牌锁定购买行为,且感知交易价值和感知关系价值在其间发挥部分中介作用；在环境不确定性的调节效应中,技术动荡性正向影响感知交易价值的中介效应,市场竞争强度正向影响感知关系价值的中介效应。供应商企业应重视提升采购商的感知价值,并有针对性地采用不同方式传递不同价值,促进采购商形成品牌锁定购买行为。

英文摘要:

      Unlike most supplier-based studies, this article attempts to explore the mechanism of supplier brand-oriented strategy on buyer's brand lock-in purchasing behavior from the perspective of buyers, regards buyer's perceived value as a key factor, and proposes theoretical model of “brand orientation-customer perceived value-brand lock-in purchasing behavior”, and examines the moderating effect of environment uncertainty. Based on 242 firms' questionnaires, the empirical result shows that brand orientation has significant positive influence on brand lock-in purchasing behavior, and perceived transaction value and perceived relationship value played a partial intermediary role. In the moderating role of environment uncertainty, technological turbulence positively affects the mediating effect of perceived transaction value; and market competition intensity positively affects the intermediary effect of perceived relationship value. Supplier should pay attention to improve buyer's perceived value, and deliver different value through different methods to promote buyer's brand lock-in purchasing behavior. 