制造型供应商不同产品特征与品牌导向的关系机理--基于我国产业市场的实证研究

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。对184家制造型供应商数据进行实证分析，结果发现，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。

The Relationship Between Manufacturing Supplier's Different Product Characteristics and Brand Orientation---A Research Based on Chinese Industrial Market

Based on the information processing theory , this paper views supplier's product characteristics as the anteced-ents of brand orientation , divides supplier's product characteristics into two categories of product importance and product com -plexity, and explores the relationship between different product characteristics and brand orientation .The research empirical analyzes the data from 184 manufacturing suppliers and findings show that there is an inverted U-shaped relationship between product importance of supplier and its brand orientation , whereas the product complexity of supplier and its brand orientation exhibits a U-shaped relationship.Moreover, market competition intensity enhances the nonlinear relationship between the a-bove two sets of variables.