일반 논문 : 동태적인 프랜차이징 시스템 환경에서의 가맹점의 기회주의적 행동과 행동의도에 관한 연구

이재훈 ( Jae Hoon Rhee ),나호섭 ( Ho Seop Na ) 한국중소기업학회 2011 中小企業硏究 Vol.33 No.2

본 연구는 프랜차이즈 시스템의 프랜차이저와 프랜차이지의 관계에서 프랜차이지의 기회주의 행동에 영향을 미치는 선행변수에 대해 살펴보고, 기회주의 행동과 그 선행변수들 간의 관계에서 환경 동태성의 조절효과를 분석하였다. 선행연구 고찰을 통해 기회주의 행동과 그 선행변수들 간의 인과관계를 파악하기 위한 연구가설을 설정하였으며, 이에 기반하여 연구모형을 구축하였다. 가설 검증을 위해 국내 프랜차이즈 시스템에 소속되어 있는 831개의 프랜차이즈를 대상으로 설문조사를 실시하여 자료를 수집하였으며, 다중회귀분석을 실시하였다. 분석 결과, 교환관계의 질은 기회주의 행동에 유의적인 부(-)의 영향을 미치는 것으로 나타났으며, 집중화 정도와 네트워크 크기는 유의적인 정(+)의 영향을 미치는 것으로 나타났다. 또한 기회주의 행동과 그 선행요인들과의 관계에서 환경 동태성의 조절효과를 분석한 결과, 모든 상호작용항이 유의한 부(-)의 영향을 미치는 것으로 나타났다. 결론 부분에서는 연구의 시사점과 한계점 및 향후 연구 방향을 제시한다. Economically operating, a franchise system is being widely recognized as an organizational system that can flexibly respond to a fast-changing business environment. The system is of particular use, in that it could help small businesses with resource constraints to be competitive by providing an opportunity of utilizing outsourcing strategies rather than an integrated structure of firms. In this sense it appears that such a decentralized structure system is greatly attractive to franchisees. Research on the franchise system is based on three theoretical foundations: resource dependence theory, agency theory and transaction cost theory. From the resource dependence perspective, for instance, it is plausible to assume that a franchiser who establishes a new franchise system easily and usefully can attempt to overcome its own resource deficiency by securing a sufficient number of franchisees. This clearly indicates that the franchise system can be beneficial to both of parties. Literature highlights that the key is to mitigate opportunistic behavior by franchisees for a successful operation of a franchise system. The transaction cost theory provides a sound theoretical explanation of why the success of the franchise system in business relies, to a great extent, on effectively managing the opportunism. This study explores the nature and characteristics of opportunistic behavior acted by a franchisee and its antecedents and attempts to analyze their causal relationships in a franchise system. Regarding moderators in the linkages between opportunistic behavior and its antecedents, a vast majority of research focuses on how the concept of trust can be well built up to reduce the opportunistic behavior. From this point of view, a particular emphasis is placed on the moderating effects of environmental dynamism between the linkages. Drawing on relevant literature, six major research hypotheses are developed to empirically clarify the effect of the antecedents on the opportunistic behavior and a conceptual model that illustrates the hypothesized paths is constructed. H1: In a franchise system, quality of relations between a franchiser and franchisee will have a negative effect on the propensity to act opportunistically or on opportunistic behavior. H2: In a franchise system, firm-specific investment in terms of franchisees will have a negative effect on the propensity to act opportunistically or on opportunistic behavior. H3: In a franchise system, the higher the extent of centrality, the greater the possibility of acting with opportunism. H4: In a franchise system, network size measured as the number of franchisees will have a positive effect on the propensity to act opportunistically or on opportunistic behavior. H5: In a franchise system, dependency will have a negative effect on the propensity to act opportunistically or on opportunistic behavior. H6: In a franchise system, environmental dynamism will moderate the relationship between all the antecedents and opportunistic behavior. To test the hypotheses, data is gathered from a total of 831 franchisees that are identified as operating in domestic franchise systems using questionnaires and multiple regression analyses are run. Results reveal that quality of relations between a franchiser and franchisee is found to significantly and positively affects opportunistic behavior. This finding indicates that franchisees could seek to avoid acting with opportunism when the franchisees perceive and recognize positively support provided by a franchiser and the franchisees voluntarily cooperate with their franchiser toward a mutual gain. It is also found that the higher the extent of centrality, the greater the possibility of acting with opportunism. In general, centrality tends to go hand in hand with the relatively lower level of opportunism in an organization. In a franchise system, however, it is clear that a franchise`s headquarter has a limited level of control over franchisees as it has a form of the horizontal structure due to geographical disperse. Because of this line of reasoning, an attempt to get the level of control high could make franchisees recognize that a franchiser has a lower degree of trust for them, thereby leading to the high extent of opportunism. The results also indicate that network size measured as the number of franchisees has a positive effect on the propensity to act opportunistically in a franchise system. On the contrary, two other independent variables are found to insignificantly affect the consequence. More importantly, the results of moderated regression analysis show that environmental dynamism is a significant moderating variable in the relationship between all the antecedents of opportunistic behavior suggested in the present study and the consequence. It is also found that the moderator is even significant in the linkage between the dependent variable and two independent variables-firm-specific investment and dependency - which are found to be insignificant in a linear regression analysis. This finding proves that franchisees that operate in a very dynamic business environment have a tendency to be strongly tied to their franchiser. From these findings, several implications are presented. Since this research would be the first to place emphasis on environmental dynamism as a moderator that is expected to reduce an opportunistic propensity in a franchise system, it broadens the theoretical scope for research into a franchise system. This research also pays attention to the importance of network size in elucidating one of the reasons for opportunistic behavior of franchisees. Results indicate that the size of the network must be taken into careful account so as for a franchisee to avoid acting opportunistically to a significant extent. It provides a managerial implication that the franchise business should be run with the appropriate number of franchisees that a franchiser can take control over effectively. Additionally, the result shows that interaction between firm-specific investment and environmental dynamism plays a significant role in decreasing franchisees` opportunistic behavior. This denotes that, under an intensified dynamic and competitive environment, a franchisee is likely to invest firm-specific assets toward its franchise` policy. Although it has these contributions and many practical implications, the present study also has some limitations. The analysis depends totally on one-way based data obtained by franchisees, which has the limitation of not reflecting the intention of the franchiser, thereby having room of occurring bias. This suggests that it would be meaningful if further research is conducted with dyadic data. Including the quality of communications and reputation of a franchise, more antecedents of opportunistic behavior need to be taken into consideration to have more robust results. In addition, it should be fruitful to link opportunistic behavior to performance. To perform a more robust test, it would be necessary to take account of other extraneous factors such as the prior business experience of a franchise`s founder and ownership types which also could be influential on opportunism of franchisees in the relationship.

Opportunistic Behavior and Commitment in Interfirm Relational Exchanges

김상현,김지혜 한국유통경영학회 2011 유통경영학회지 Vol.14 No.6

There is increasing interest among marketing channel researchers in the subject of long-term interfirm relational exchanges, as more firms are favoring relationship approaches in their transactions with other companies. Interfirm relational exchanges can be defined as any stable and cooperative long-term exchange arrangements between independent exchange partners which deviate from discrete market exchanges. Long-term relational contracts are normally more complex than short-term transactional contracts, and unavoidably incomplete due to bounded rationality. Thus, long-term exchange relationships are more fraught with the hazards of opportunistic behavior. The opportunistic behavior in relational exchange is different based on the nature of interfirm commitment between the channel partners. The purpose of this study is to investigate the relationship between opportunism and interfirm commitment. Purchasing relationships between OEM manufacturers and their component suppliers were chosen as the empirical setting. Purchasing specialists in each company, who interact regularly with the suppliers and have the major responsibility for managing the exchange relationships with the suppliers, were used as the respondents for this study. A mail survey methodology was employed to collect the data in the final field survey. As predicted, Attitudinal commitment is negatively related to opportunism and calculative commitment is positively related to opportunism. Thus, the result supports the proposed hypotheses: a party's perceived fear of its exchange partner's opportunistic behavior is related to a higher level of calculative commitment and a lower level of attitudinal commitment. There is increasing interest among marketing channel researchers in the subject of long-term interfirm relational exchanges, as more firms are favoring relationship approaches in their transactions with other companies. Interfirm relational exchanges can be defined as any stable and cooperative long-term exchange arrangements between independent exchange partners which deviate from discrete market exchanges. Long-term relational contracts are normally more complex than short-term transactional contracts, and unavoidably incomplete due to bounded rationality. Thus, long-term exchange relationships are more fraught with the hazards of opportunistic behavior. The opportunistic behavior in relational exchange is different based on the nature of interfirm commitment between the channel partners. The purpose of this study is to investigate the relationship between opportunism and interfirm commitment. Purchasing relationships between OEM manufacturers and their component suppliers were chosen as the empirical setting. Purchasing specialists in each company, who interact regularly with the suppliers and have the major responsibility for managing the exchange relationships with the suppliers, were used as the respondents for this study. A mail survey methodology was employed to collect the data in the final field survey. As predicted, Attitudinal commitment is negatively related to opportunism and calculative commitment is positively related to opportunism. Thus, the result supports the proposed hypotheses: a party's perceived fear of its exchange partner's opportunistic behavior is related to a higher level of calculative commitment and a lower level of attitudinal commitment.

The Effect of Mentoring System on Opportunistic Behavior : Focusing on Effect of Network size

( Soo Kyoung Key ),( Hee-seung Kang ),( Sanghyun Lee ) 서암순창장학회 2016 Journal of Marketing Thought Vol.3 No.3

A well-balanced franchisor and franchisee relationship is the essential to success for any franchise business. Opportunistic behavior happens when information is not shared between franchisor and franchisee, there is problem to communicate with franchisor, and franchisee has low expectation for total outcome. In franchise business, it is crucial to control transaction cost and opportunistic behavior. As network size is extending bigger, transaction cost and opportunistic behavior happens although bigger network size can lower barriers and fees. Mentoring system in franchise system can be used to create an atmosphere of mutual support, thereby mentor affect opportunistic behavior. By applying mentoring on this issue, this article tries to prove that network size can moderate effect of mentoring on franchisee’s opportunistic behavior.

한국 수출기업의 해외수입업자 동기부여 방안 연구

최창범(Choi, Chang-Bum),박찬균(Park, Chan Kyun) 대한경영학회 2020 大韓經營學會誌 Vol.33 No.5

Opportunistic Behavior and Commitment in Interfirm Relational Exchanges

( Sang Hyun Kim ),( Ji Hea Kim ) 한국유통경영학회(구 한국유통정보학회) 2011 유통정보학회지 Vol.14 No.6

유통경로 연구에서 기업간 장기적인 관계교환에 대한 관심이 증가하고 있다. 기업간 관계교환은 단속적 시장 교환에서 벗어난 독립적인 교환 파트너 사이의 안정적이고 협동적장기간 관계 협정으로써 정의할 수 있다. 장기간 관계 계약은 단속적 거래 계약보다 더욱복잡하고 합리적 경계로 인하여 불완전하기 때문에, 기회주의적 행동의 위험이 더 커진다고 할 수 있다. 본 연구의 목적은 기회주의와 기업간 몰입 사이의 관계를 조사하고자 한다. 이를 위해 제조업자와 공급업자 사이의 구매 관계르 대상으로 실증적으로 분석 하 OEM였다. 각 회사에서 공급업자와 정기적으로 교류하고 공급업자와의 관계 교환을 처리하는 책임을 지고 있는 구매 전문가를 대상으로 우편 조사를 통하여 데이터를 수집하였. 분석결과 태도적 몰입은 기회주의적 행동과 부의 관계가 있었고 계산적 몰입은 기회주의와 정의 관계가 있는 것으로 나타나 따라서 제안된 가설들은 지지되었다. There is increasing interest among marketing channel researchers in the subject of long-term interfirm relational exchanges, as more firms are favoring relationship approaches in their transactions with other companies. Interfirm relational exchanges can be defined as any stable and cooperative long-term exchange arrangements between independent exchange partners which deviate from discrete market exchanges. Long-term relational contracts are normally more complex than short-term transactional contracts, and unavoidably incomplete due to bounded rationality. Thus, long-term exchange relationships are more fraught with the hazards of opportunistic behavior. The opportunistic behavior in relational exchange is different based on the nature of interfirm commitment between the channel partners. The purpose of this study is to investigate the relationship between opoortunism and interfirm commitment. Purchasing relationships between OEM manufacturers and their component suppliers were chosen as the empirical setting. Purchasing specialists in each company, who interact regularly with the suppliers and have the major responsibility for managing the exchange relationships with the suppliers, were used as the respondents for this study. A mail survey methodology was employed to collect the data in the final field survey. As predicted, Attitudinal commitment is negatively related to opportunism and calculative commitment is positively related to opportunism. Thus, the result supports the proposed hypotheses: a party`s perceived fear of its exchange partner`s opportunistic behavior is related to a higher level of calculative commitment and a lower level of attitudinal commitment.

코스닥기업 최대주주의 기회주의행태와 상장폐지와의 관계: 대리인비용의 매개효과를 중심으로

이대열 ( Dae Yeul Lee ),김문겸 ( Mun-kyum Kim ) 한국재무관리학회 2022 財務管理硏究 Vol.39 No.2

본 연구는 2011년부터 2021년 9월까지 코스닥 시장에서 상장폐지 된 기업 119개사와 규모와 업종이 유사한 상장유지기업 119개사를 대상으로 기회주의행태와 상장폐지와의 관계를 분석하고, 대리인 비용이 이들 관계에 매개효과를 갖는지 검증하였다. 실증분석결과, 상장폐지기업에서 상장폐지가 다가올수록 소액주주지분율과 최대주주지분율의 차이가 커지는 기회주의행태가 확인되었고, 이는 상장폐지에 유의한 영향을 미치는 것으로 나타났다. 그리고 영업외비용비율로 측정된 대리인비용은 기회주의행태를 매개하여 상장폐지에 유의한 영향을 미치는 것으로 나타났다. 이러한 결과는 기회주의행태가 커지면 대리인비용이 증가하고, 이로 인하여 상장폐지 가능성이 증가함을 의미한다. 이는 최대주주의 기회주의행태를 직접적으로 관리 또는 통제하여 상장폐지 가능성을 낮출 수도 있지만 자금 활용의 비효율성을 나타내는 대리인비용의 효과적 통제를 통하여서도 상장폐지 가능성을 낮출 수 있음을 시사한다. 아울러 독립변수의 내생성을 통제한 후의 분석 결과도 동일한 방향의 결과가 도출되었다. 다만 매개효과에 있어 완전매개효과가 관찰되어 내생성을 통제하지 않은 경우와 다소 차이가 있었다. 본 연구는 최대주주의 기회주의행태의 대상이 소액주주임을 지분율 차이를 활용하여 명확히 하였고, 기회주의행태, 대리인비용, 그리고 상장폐지라는 세 가지 변수의 인과관계를 검증했다는 점에서 선행연구와 차별성을 가진다. This study analyzed the relationship between opportunistic behavior and delisting of 119 companies that were delisted from the KOSDAQ market from 2011 to September 2021 and 119 companies that were maintained in the same size and industry as the delisting companies. As a result of the empirical analysis, opportunistic behavior was confirmed in which the difference between the minority shareholder and the largest shareholder's share increased as the delisting approached, and this had a significant effect on the delisting. And, it was found that agency cost measured as non-operating expense ratio had a significant effect on delisting by mediating opportunistic behavior. In addition, the results of the analysis after controlling for the endogeneity of the independent variables showed the same results. However, as for the mediating effect, there was a slight difference from the case where the endogeneity was not controlled as a completely mediating effect was observed. This study is different from previous studies in that it clarified by using the difference in share that the object of the opportunistic behavior of the largest shareholder is the minority shareholder and it verified the causal relationship of three variables: opportunistic behavior, agency cost, and delisting.

The Market Power, Environmental Uncertainty and Opportunistic Behavior Based on Transaction Cost Analysis Model in Networks

( Sang Jun Lee ),( Min Jung Kim ) 재단법인 서암순창장학회 2018 Journal of Marketing Thought Vol.5 No.2

Transaction cost have demonstrated that Transaction Cost Analysis(TCA) has led various studies among exchange networks in many literatures such as management, marketing, and organization. However, a comprehensive study of the relationship between TCA variables within a network organization is relatively lacked. The purpose of this study is to examine relationship between market power, environmental uncertainty, opportunistic behavior, and TCA framework. In particular, this study intends to lay the groundwork for the TCA framework by focusing on controversial relationship between market power and opportunistic behavior. We surveyed Korean construction material manufacturers and obtained 120 data. 103 of 120 data were analyzed by structural equation using AMOS 18. The results of the analysis show that both market power and environmental uncertainty have positive effects on network opportunistic behavior and opportunistic behavior has a positive effect on transaction cost. These results will extend the study of the TCA framework in networks and contribute to the development of management and organizational literature.

The Market Power, Environmental Uncertainty and Opportunistic Behavior Based on Transaction Cost Analysis Model in Networks

Sang Jun Lee,Minjung Kim 재단법인 서암순창장학회 2018 Journal of Marketing Thought Vol.5 No.2

Transaction cost have demonstrated that Transaction Cost Analysis(TCA) has led various studies among exchange networks in many literatures such as management, marketing, and organization. However, a comprehensive study of the relationship between TCA variables within a network organization is relatively lacked. The purpose of this study is to examine relationship between market power, environmental uncertainty, opportunistic behavior, and TCA framework. In particular, this study intends to lay the groundwork for the TCA framework by focusing on controversial relationship between market power and opportunistic behavior. We surveyed Korean construction material manufacturers and obtained 120 data. 103 of 120 data were analyzed by structural equation using AMOS 18. The results of the analysis show that both market power and environmental uncertainty have positive effects on network opportunistic behavior and opportunistic behavior has a positive effect on transaction cost. These results will extend the study of the TCA framework in networks and contribute to the development of management and organizational literature.

호텔 종업원의 고용불안정성 지각이 기회주의적 행동에 미치는 영향에 관한 연구 - 심리적 계약위반의 매개효과를 중심으로 -

이수광 한국관광산업학회 2019 Tourism Research Vol.44 No.3

In the rapidly changing management environment labor flexibility is one of the most important management issues. But increasing labor flexibility inevitably causes employment insecurity followed by negative attitude and behavior. By reviewing previous studies this study sets opportunistic behavior as a dependant variable which integrates the results of previous studies and psychological contract breach as a mediating variable and hypothesizes the relationship among them. Hotel employees were chosen as samples and the results of regression analysis & mediating regression analysis are as follows; Firstly, employment insecurity perception increases opportunistic behavior of hotel employees. Secondly, the impact of employment insecurity perception on opportunistic behavior is mediated by psychological contract breach. Thirdly, exploratory analysis shows that report opportunism is fully mediated by psycholgical contract breach while decision making opportunitism is partially mediated. The literature and empirical results of this study insists that management practices to increase labor flexibility stimulate the negative behavior of employees. Therefore human resource practices like leadership, ethical culture should be considered simultaneously. 글로벌 경제 환경의 극심한 변화, 경쟁의 심화 등은 구조조정, 조직슬림화 등 노동유연성의 제고를 요구한다. 그러나 노동유연성의 제고는 필연적으로 종업원 관점에서 ‘불안정한’ 고용으로 이어진다. 이에 본 연구는 고용불안정성 지각의 결과에 관한 선행연구를 종합, 고용불안정성 지각이 기회주의적 행동에 미치는 영향을 살펴보고자 한다. 뿐 만 아니라 그 과정에서 심리적 계약위반의 매개 효과를 확인하고자 한다. SOR(Stimulus-Organism-Response) 관점에 따르면 고용불안정성 지각이 기회주의적 행동에 직접 영향을 미친다기보다 종업원의 판단으로서 심리적 계약위반을 통해 매개될 것이기 때문이다. 이에 본 연구는 고용불안정성 지각과 기회주의적 행동, 그리고 심리적 계약위반의 매개 역할을 가설화하고 이를 호텔 종업원 384명을 대상으로 실증분석하였다. 이론 연구 및 실증 분석 결과 첫째, 고용불안정성 지각은 호텔 종업원의 기회주의적 행동에 정(+)의 영향을 미치며 둘째, 그 과정에서 심리적 계약위반이 매개 효과를 지니는 것으로 나타났다. 셋째, 고용불안정성 지각이 기회주의적 행동의 2 가지 구성요인인 보고 기회주의와 의사결정 기회주의에 미치는 차별적 영향에 관한 탐색적 검증 결과 고용불안정성이 보고 기회주의에 미치는 영향은 심리적 계약위반에 의해 완전 매개되며 의사결정 기회주의에 미치는 영향은 부분 매개되는 것으로 나타났다. 이러한 연구 결과는 노동유연성의 제고 노력 못지않게 고용불안정성을 해소하려는 호텔 기업의 노력을 요구한다.

복수 유통채널의 기회주의적 행동에 대한 연구

정연승(Yeonsung Jung),노원희(Wonhee Noh) 대한경영학회 2016 大韓經營學會誌 Vol.29 No.2

우리나라 자동차 유통채널은 메이커가 소유하고 운영하는 직영점 채널(direct channel)과 소규모 영세사업자들이 계약에 의해 운영하는 대리점 채널(dealer channel), 즉 수직시스템과 시장시스템의 이중적 유통구조(plural structure)로 이루어져 있다. 그동안 거래비용이론에 따른 시장시스템(market)의 약점과 실패에 대한 연구는 많이 이루어져왔지만, 이에 상응하는 수직시스템(hierarchy)의 문제에 대한 연구는 별로 없었다. 이에 본 연구는 시장시스템과 수직시스템의 지배구조에 대한 핵심적인 위협요인으로 기회주의적 행동을 선정하고, 각 유통채널에서 기회주의적 행동이 각각 어떠한 형태로 나타나는지를 규명하고, 자동차 영업점의 성과를 증대시키는 전략적 시사점을 제공하고자 한다. 좀 더 구체적으로 직영점 직원의 기회주의적 행동은 영향력 행동으로, 대리점 직원의 기회주의적 행동은 업무태만 행동으로 나타난다. 이러한 기회주의적 행동을 협력관계론 관점에서 규명하고자 정보불균형과 집단응집성은 자동차 유통채널의 기회주의적 행동에 각각 영향을 미치고, 기회주의적 행동은 다시 협력과 유연성 등과 같은 채널 간 관계의 질에 영향을 미치는 것으로 연구 가설을 설정하였다. 국내 최대 자동차 메이커인 현대자동차와 기아자동차의 256개의 직영점과 314개의 대리점 점장을 대상으로 실증적 연구를 실시한 결과, 정보불균형은 직영점의 기회주의적 행동인 영향력 행동과 대리점의 기회주의적 행동인 업무태만 행동에 정(+)의 영향을, 집단응집성은 영향력 행동과 업무태만 행동에 부(-)의 영향을 미치는 것으로 나타났다. 영향력 행동과 업무태만 행동 등 영업점의 기회주의적 행동은 협력과 유연성 등 관계적 성과에 모두 부(-)의 영향을 미치는 것으로 나타났다. 본 연구는 한국의 독특한 유통구조인 복수 유통채널에 대한 기존의 부정적인 견해에 맞서 협력적 관계의 관점에서 살펴봄으로써 국내 자동차 복수채널에 대한 기존의 인식을 개선하였고, 본사와 유통채널 간 관계에 대한 전략적 시사점을 제공하였다. 특히 영업점 직원들의 기회주의적 행동을 효과적으로 통제하기 위해 정보불균형을 낮추고 집단응집성을 높여 관계적 성과를 높일 수 있다는 구체적인 대안을 제시하였다는 점에서 실무적 의의가 있다고 할 수 있겠다. The automobile market is one of the most important contributors to the GDP of most developed countries, so does Korea. The most distinguished specification of Korean automobile business is its retail format- the plural channel forms. There are two channel, one is direct channel and the other is dealer channel. There have been many conceptual review on the weakness and failure of ‘market’ based on the Transaction Cost Analysis (TCA), but research on the same problem of ‘hierarchy’ has been rare. Thus, this research defines opportunistic behavior as significant threat to structure of market and hierarchy, and finds the different format of opportunistic behavior in the plural channel forms, finally discusses the strategic application and expand the range of Collaborative Relationship Theory, previously discussed in channel research such as transaction cost analysis, agency theory, and relationship marketing. Specifically, this research aims to investigate the influence of information asymmetry and group cohesiveness on the opportunistic behavior-influence activity of direct channel and shirking of dealer channel-, and the effectiveness of opportunistic behavior by looking at the influence of influence activity and shirking on coordination and flexibility as important index of relationship qualities. A total of 8 hypotheses were established through prior studies dealing with Transaction Cost Analysis and Collaborative Relationship Theory. Then we drove conceptual research model (〈Figure 1〉). [그림본문참조] For the purpose of empirical testing, we managed to obtain the list of direct channels and dealer channels from 16 regional headquarters of Hyundai motor company and 13 regional headquarters of Kia motor company. We were able to correct 570 data. The analysis utilizing structural equation model indicated that information asymmetry has positive influence on influence activity and shirking, and group cohesiveness has negative influence on influence activity and shirking. Both influence activity and shirking have negative influence on cooperation and flexibility. The result of this research suggests that for domestic motor company, to improve the overall relational performance such as cooperation and flexibility, it is necessary to control opportunistic behaviors by bonding together by a common destiny and open communication or information exchange. Also in the plural channel forms, there are several types of opportunistic behaviors like influence activity (of the direct channel) and shirking (of the dealer channel), it is needed to understand the different aspects and controlling method.