品牌在商品进口中的作用--来自中国葡萄酒进口商的证据

摘要

将传统的供应商选择标准归纳为品牌功能绩效，同时引入品牌情感绩效概念，以顾客满意作为中介变量、以重复购买意向作为因变量构建理论模型并提出研究假设，数据收集是通过对206家葡萄酒进口商发放问卷的方式进行的。研究发现：供应商的品牌功能绩效和品牌情感绩效都会正向影响进口商满意度，供应商的功能绩效还正向影响进口商的重复购买意向，但情感绩效没有实现对进口商重复购买意向的直接影响，情感绩效通过影响进口商满意度间接影响其重复购买意向。%This paper builds a theoretical model and proposes hypotheses by grouping the traditional supplier selection criteria into the brand’s functional performance and introducing the concept of brand emotional performance.The conclusions are as follows:the functional performance and emotional performance of suppliers will positively affect importers’satisfaction;the functional performance of suppliers also positively affects importers’intention of repeated purchase;but the emotional per-formance has no direct effect;the emotional performance has an indirect effect on their intention of repeated purchase by influ-encing importers’satisfaction.