B2B环境下关系价值对关系质量影响实证研究.doc

B2B环境下的关系价值对关系质量影响的实证研究 　　摘 要:价值创造与分享是供应双方建立长期合作关系的基础,本文从采购商角度出发,建立了不同关系发展阶段下B2B关系价值对关系质量的动态影响关系模型。通过实证研究得出:在静态模型中,关系价值对于关系质量具有显著的正向影响作用,其中单方价值、双方价值、网络价值的影响作用依次减弱;在关系动态变化的背景下,随着关系发展的深入,影响关系质量的价值内容在不断扩张,即探索期阶段仅有单方价值对关系质量显著影响,在形成期阶段单方价值和双方价值共同影响关系质量,到了成熟期阶段三类关系价值都表现出对关系质量的显著影响。 　　关键词:关系价值;关系质量;B2B;关系阶段;实证研究 　　中图分类号:F273.7 文献标识码:A 文章编号:1003-5192(2010)05-0001-08 　　 　　The Impact of Relationship Value on Relationship Quality:An Empirical Research in B2B Environment 　　SU Qin1,2,3, JIANG Peng1,2,3, TAN Hao?1 　　(1.School of Management, Xi’an Jiaotong University, Xi’an 710049, China; 2.State Key Laboratory for Manufacturing Systems Engineering, Xi’an 710049, China; 3.The Key Lab of the Ministry of Education for Process Control Efficiency Engineering, Xi’an 710049, China) 　　 　　Abstract:Value creation and share is the foundation of building buyer-seller relationship. From the buyer’s view, the article builds a dynamic model about B2B relationship value’s effect on relationship quality across all relationship stages. Based on analysis of 274 available questionnaires from Shaanxi cotton spinning industry, some results are concluded. In the static model, relationship value has a positive effect on relationship quality. Unilateral value, both-sides value and net value will decrease influence in turn. In a dynamic context, value content which could influence on relationship quality will expand along with relationship stages’ upgrade. In exploration stage, only unilateral value has a significant impact on relationship quality. In expansion stage, both unilateral value and both-sides value have a significant impact on relationship quality. In commitment stage, three kinds of relationship value all have a positive effect on it. 　　Key words:relationship value; relationship quality; B2B; relationship phase; empirical research 　　 　　1 引言 　　 　　在强调供应链管???的思维下,企业之间通过建立和维护良好的供应合作关系以提高共同的竞争力,从而获得更多的收益,这已成为众多产业中的通行做法。关系营销理论与实践的发展,促进了企业运营方式由交易导向逐步转为关系导向。关系质量作为衡量这种关系好坏的一个核心概念,已成为关系