수입업자의 공동목표 추구수준이 수출입관계에 대한 윤리지향성과 신뢰에 미치는 영향에 관한 연구: 가치유사성과 자국중심주의의 조절효과를 중심으로 = The effect of importer`s allocentrism on ethics orientation and trust in import-export relationships: The moderating effects of value similarity and nationalism

다국어 초록 (Multilingual Abstract)

This research reports a study examining the impact of allocentrism in the international buyer-seller relationships. In particular, we study the effects of allocentrism on ethics orientation and trust. Allocentrism in this study refers to the impoter’s willingness to achieve mutual goals being shared between buyer-seller relationship. We posit that allocentrism has positive influences on ethics orientation and trust. Value similarity and nationalism are hypothesized to moderate the effects of allocentrism on ethics orientation and trust. We posit that allocentrism has greater impacts on ethics orientation and trust in relationships with high value similarity than low value similarity. It is also hypothesized that allocentrism has greater impacts on ethical orientation and trust in relationships with low nationalism than high nationalism. To test these hypotheses, we conducted a survey involving a sample of purchasing managers (n=200) who have recently purchased products from suppliers overseas. The study results confirmed that allocentrism has positive influences on ethics orientation and trust. The findings of this study also indicated that the effect of allocentrism on ethics orientation is moderated by value similarity and nationalism. Allocentrism increases the importer``s ethics orientation and trust to the relationship. Thus, exporters should make proactive efforts to share mutual goals with key importers to facilitate ethical and trustful business relationships. It is also important to increase perception of value similarity between the parties and to reduce nationalism through systematic employee training programs. Theoretical and practical implications of this study are discussed.

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