关系质量对建立国际采购联盟决策的影响

Effect of Relationship Quality on International Purchasing Alliance Decision

在国际关系市场营销的理论和实践中 ,关系质量在企业间跨国经营研究中越来越引起广泛重视。从分析关系和关系质量的特征入手 ,通过建立因果关系模型 ,解释关系质量对建立国际采购联盟的影响。在模型中 ,作者通过理论分析发展了 4个因素去描述关系质量。并对 15 1位采购经理进行实证分析。分析结果显示 ,关系质量是影响建立国际采购联盟的重要因素。

In the theory and practices of international relationship marketing, relationship quality (RQ) has been paid more and more attention to in the research of enterprises' multi-national business. This paper begins with the analysis of the characteristics of relation and relationship quality, and explains the effect of RQ on the international purchasing alliance decision by a causal analysis model set up. In this model, by theoretical analysis, develop four factors to describe RQ and make an empirical analysis with the answers of 151 purchasing managers in the questionnaire. The result shows that RQ has been the critical factor of international transaction decision.