Abstract:

Based on the information processing theory, the paper proposes that supplier’s product characteristics is the antecedents of brand orientation, and divides supplier’s product characteristics into product importance and product complexity, explores relationship between different product characteristics and brand orientation. The research empirical analyzes data from 184 suppliers and findings show that the relationship between product importance of supplier and its brand orientation is U-shaped; the product complexity of supplier and its brand orientation exhibits an inverse U-shaped relationship; market competition intensity enhances the nonlinear relationship between above two sets of variables.

摘要：

本文以信息整合理论为依据，将供应商产品特征视为其实施品牌导向的前置变量，并把供应商产品特征划分为产品重要性与产品复杂性两类，探讨不同产品特征与品牌导向的关系。利用184家供应商数据实证分析后发现，供应商产品重要性与品牌导向具有倒U型关系，产品复杂性与品牌导向具有U型关系，同时市场竞争强度会增强上述两组变量间的非线性关系。