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

商业研究

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

黄磊，吴朝彦

重庆理工大学管理学院，重庆〓400054

收稿日期:2016-09-21 出版日期:2017-03-03
作者简介:黄磊（1982-），男，广西柳州人，重庆理工大学管理学院副教授，管理学博士，研究方向：产业营销、品牌管理；吴朝彦（1982-），女，成都人，重庆理工大学管理学院副教授，历史学博士，研究方向：跨文化管理、营销国际化。
基金资助:
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。

A Study of the Influence Factors of Purchasers′ Rebuy Intention——An Analysis based on Ingredient Brand Strategy Model

HUANG Lei, WU Chao-yan

School of Management, Chongqing University of Technology, Chongqing 400054, China

Received:2016-09-21 Online:2017-03-03

摘要/Abstract

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。

关键词: 要素品牌战略, 要素品牌价值, 采购商重复购买意愿

Abstract: The paper checks the sample data of 205 purchasers in China and discusses the influence factors of purchasers′ rebuy intention for ingredient brand and their internal relationship from the aspects of supplier resources and ingredient brand value Research finds different types of supplier resources have different effects on product core value and market strategic value of ingredient brand, and product core value and market strategic value of ingredient brand have positive effect on purchasers′ rebuy intention;that ingredient suppliers maintain the constant trade relationship with the buyer through implementing ingredient brand strategy needs to have a certain resource base, and this resource can create buyer′s perceived value. Therefore, supplier should allocate and manage different resources according to ingredient brand value type, and increase rebuy intention by transforming resource base into buyer's perceived brand interest.

Key words: ingredient brand strategy, ingredient brand value, purchasers′ rebuy intention

黄磊，吴朝彦. 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[J]. 商业研究.

HUANG Lei, WU Chao-yan. A Study of the Influence Factors of Purchasers′ Rebuy Intention——An Analysis based on Ingredient Brand Strategy Model[J]. 商业研究.

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