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논문 기본 정보

자료유형
학술저널
저자정보
저널정보
한국유통과학회 유통과학연구 유통과학연구 제17권 제4호
발행연도
2019.1
수록면
59 - 68 (10page)

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Purpose - The purpose of this study is to examine the differential mediating effects of three dimensions of buyer trust in the influence of supplier characteristics on the relationship performance. In this study, transaction characteristics were classified into competences and assets. The corporate reputation is considered as intangible assets, the customer-linking capability is considered among the competencies and transaction specific asset is selected from tangible assets. This study is also to examine the moderating effect of technical environment uncertainty in the effects of integrity and benevolence on the intention to continue trading. This study aims to provide a guide on which dimension suppliers should manage and how to improve their trust in order to maintain business with companies in technical environment uncertainty. Research design, data, and methodology - The data for the empirical analysis of this study were obtained by interviewing the 274 purchasing managers of Daegu - Gyeongbuk small and medium enterprises. The items used in this survey were partially modified to fit the characteristics of the B2B industry. The reliability and validity of the variables were analyzed using SPSS 18.0 and AMOS 18.0 programs and hypotheses were verified through the structural equation modeling. Results - In this study, reliability was examined by Cronbach 'α test. Composite Reliability and Average Mean Variance extracted value exceeded the baseline values. As a result of hypotheses testing, the hypothesis that the transaction specific asset will improve the benevolence and that benevolence will improve the intention to continue the transaction were rejected and all the other 9 hypotheses were adopted include 2 moderating hypothesis. Conclusions - This study shows which dimension of trust suppliers should appeal to the buyer according to the uncertainty of the technology environment in order to maintain the transaction with the buyer. competence and integrity are important when technology environment uncertainty is low, and competence and benevolence are important when technical environment uncertainty is high. In order to improve competence, corporate reputation and transaction-specific asset are important. To improve integrity, corporate reputation and customer-linking capability are important. In order to improve benevolence, customer-linking capability is important. And various implications were discussed

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참고문헌 (68)

참고문헌 신청
Andaleeb, S. S. / 1992 / The trust concept : Research issues for channels of distribution / Research in marketing 11(1):1~34 google schola Anderson, E. / 1992 / The use of pledges to build and sustain commitment in distribution channels / Journal of marketing research 29(2):18~34 google schola Auster, E. R. / 1992 / The relationship of industry evolution to patterns of technological linkages, joint ventures, and direct investment between US and Japan / Management Science 38(6):778~792 google schola Bagozzi, R. P. / 1988 / On the evaluation of structural equation models / Journal of the academy of marketing science 16(1):74~94 google schola Bennett, R. / 2000 / Practitioner perceptions of corporate reputation : An empirical investigation / Corporate Communications : An International Journal 5(4):224~235 google schola

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