산업재 시장에서 브랜드 가치와 거래 성과간의 구조적 관계에 관한 연구

초록

The basic purpose of this study is to investigate industrial brand values affecting the Result of business relationship between industrial buyers and suppliers. Factors hypothesized to influence values in a brand include brand characteristics(supplier's competence, purchasing value, buyer's satisfaction, switching cost, brand trust, brand loyalty) and relationship commitment, relationship quality, and performance. This research presented a comprehensive constructive model consisting of components of industrial brand value and relational factors, and then propose the research model base on prior researches and studies about relationships among components of industrial brand values. Data were gathered from respondents who work in industrial buying center. For this study, Data were analyzed by SPSS 10.0 and AMOS 5.0. Data were gathered from 242 respondents in the industrial field. This research proposed 15 hypotheses on 9 latent variables and tested through structural equation modeling. 9 alternative measurements were compared through statistical significance test of the paths of research model and the overall fitting level of structural equation model. and the result was successful. Industrial brand values were positively related with a number of industrial brand characteristics and relationship commitment, relationship quality, and transactional performance.

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