유통경로에서의 신뢰 형성과 그 기능에 대한 연구 = A Study on Trust Formulation and Its Function

국문 초록 (Abstract)

본 연구는 유통경로상에서 신뢰가 경로구성원들의 관계행동에 핵심적인 기반이 된다는 관점에서 접근하였으며, 기존의 쌍방간 대칭적 관계수준을 고려한 순환모형(Anderson and Weitz 1992)의 개념과는 다른 비대칭적인 상이한 수준의 신뢰개념을 고려하여 쌍방의 신뢰수준에 따라 장기지향적인 관계가 결정될 것이라는 새로운 시사점을 제시해 주고 있다. 특히 거래쌍방은 교환과정에서 상대방의 특성과 관계특성을 비대칭적으로 평가하여 자신만의 신뢰수준을 갖고 사후 그에 따른 다양한 관계행동 의지의 가능성을 고려한다는 점에서 연구의 의의를 갖는다.

다국어 초록 (Multilingual Abstract)

This study is based upon the assumption that trust is a very important pedestal of the relationship behavior that marketing channel members in marketing channel. Could have unlike the existing studies that consider trust as circular simple concept which considers mutually symmetrical relationship level, this study considers the asymmetrically different levels of asymmetric trust concept.
The major results of this study are as follows:
First, among the individual characteristics which could affect on trust, reputation plays a significant role in transaction.
Second, in the domain of the relation between trust and relationship characteristics, opportunistic behavior is shown to influence upon trust Communication is turn out not to be a significant factor in trust; in a further analysis, it is also shown to influence upon willingness to make future relationship behavior.
Third, willingness to make future relationship behavior plays a significant influence on trust, which shows that trust is the very core factor in the long-term relationship behavior.
We can find that the antecedent factors influencing upon the trust build-up are different between agents and buyers and the established trust influences upon the future relationship behavior.
This study tries to show how trust is established and what role the trust conducts.

목차 (Table of Contents)

• Ⅰ. 서론
• Ⅱ. 신뢰의 개념
• Ⅲ. 신뢰의 형성과정
• Ⅳ. 신뢰의 기능과 효과
• Ⅴ. 연구의 의의 및 결론
• 참고문헌
• Abstract