연구논문(硏究論文) : 식자재 공급자의 제공요인 질이 구매자의 관계적 규범과 기회주의에 미치는 영향 = Research Articles : The Effects of Foodstuff Supplier`s Offering Factors on Buyer`s Relational Norms and Opportunism

다국어 초록 (Multilingual Abstract)

The objective of this study is to exploratory study what supplier`s transaction factors effect on buyer`s relational norms and opportunism in Korean food material market. The results from multiple regression model indicate the more supplier`s transactional attitude and product quality effect on buyer`s relational norms positively. And supplier`s transactional attitude more effects on buyer`s relational norms than product quality. That is, it is more important supplier`s transaction attitude than product quality in enhancing buyer`s relational norms. But buyer`s opportunistic behaviors on supplier transactional attitude and product quality are insinificant in multiple regression models. Further study will need more expanded research focus on buyer- supplier dyadic research. Dyadic study will reveal interactive choice making structure between buyer and supplier.