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| Author: | Büschken, J. |
| Title: | Measurement of influence structure in buying networks |
| Journal: | Schmalenbachs Zeitschrift für Betriebswirtschaftliche Forschung
1997 : VOL. 49:9, p. 765-789 |
| Index terms: | MEASUREMENT THEORY CONSUMER BEHAVIOUR MARKETING MODELS TEST MARKETING |
| Language: | eng |
| Abstract: | Measurement of influence structure in buying networks is a prominent area of research in business-to-business marketing. A considerable number of influence measurement models has been developed mostly in the late 70s and early 80s. However, interest of researchers in this field has faded due to validity and reliability problems of measure- ment models. To revive discussion, measurement models used in empirical buying network research are discussed. On that basis a context specific model of interpersonal influence in buying networks is developed. It is based on the assumption that different buying situations (rebuy vs. new task) are characterized by different influence effects (compliance vs. preference change respectively). This approach is used to develop context-specific influence measurement models. A compliance model is empirically tested. |
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