소매업체와 공급업체 간 관계에서거래특유투자와 협업적 공동노력 간 관계 : 신뢰의 조절효과

국문 초록 (Abstract)

본 연구는 국내 유통산업에서 소매업체와 공급업체 간 거래특유투자, 기회주의, 협업적 공동노력 간의 구조적인 관계를 규명하고자 하였다. 또한 거래 파트너에 대한 신뢰수준에 따라이러한 관계가 조절될 수 있음을 밝힘으로써 신뢰의 역할을 규명하고자 하였다. 선행연구를기반으로 연구모형과 가설설정 후 국내 인터넷 쇼핑몰과 TV홈쇼핑에 상품을 공급하는 공급업체 344개의 표본을 대상으로 가설을 검증한 결과는 다음과 같다. 첫째, 공급업체의 거래특유투자는 공급업체의 기회주의에 부(-)의 영향을 미치며, 소매업체의 거래특유투자는 공급업체의 기회주의에 영향을 미치지 않는 것으로 나타났다. 둘째, 공급업체의 기회주의는 소매업체의 협업적 공동노력에 부(-)의 영향을 미치는 것으로 나타났다. 셋째, 공급업체의 소매업체에 대한 신뢰가 높을수록, 공급업체의 거래특유투자와 공급업체의 기회주의 간의 부(-)의 효과는 더욱 커지며, 소매업체의 거래특유투자와 공급업체의 기회주의 간의 정(+)의 효과를 감소시키는 것으로 나타났다. 넷째, 공급업체의 기회주의가 소매업체의 협업적 공동노력에 미치는 부정적인 효과는 공급업체의 신뢰와 무관한 것으로 나타났다.

다국어 초록 (Multilingual Abstract)

Controling partner opportunism and building ‘Win-Win’ partnership are important for maintaining collaborative joint efforts. Although one way to decrease opportunism is reciprocal transaction-specific investments (TSIs), previous research about the collaborative joint efforts tend to ignore the TSIs. Our research try to examine the structural relations of supplier’s TSIs, retailer’s TSIs, opportunism, and collaborative joint efforts. In addition, we examine the moderating role of trust in this structural relations. To test our model, data were collected from 344 suppliers of TV home-shopping and internet shopping mall. The results shows that supplier’s TSIs have negative effects on supplier’s opportunism. And retailer’s TSIs have no significant effect on supplier’s opportunism. Also, supplier’s opportunism has negative effects on collaborative joint efforts of the retailer. In addition, we find the moderating role of trust between reciprocal TSIs and opportunism on the side of suppliers. Our research attempt to identify the relations between TSIs and collaborative joint efforts. Second, we show the effectiveness of TSIs to suppress opportunistic behavior depending on the level of trust among partners.

목차 (Table of Contents)

• 요약
• Ⅰ. 서론
• Ⅱ. 이론적 배경
• 1. 거래특유투자
• 2. 기회주의
• 3. 협업적 공동노력
• Ⅲ. 연구모형 및 연구가설
• 1. 거래특유투자와 기회주의
• 2. 기회주의와 협업적 공동노력
• 3. 신뢰의 조절효과
• Ⅳ. 연구방법
• 1. 연구설계
• 2. 변수의 조작적 정의
• Ⅴ. 실증분석
• 1. 응답자의 통계적 특성
• 2. 구성개념의 신뢰성 및 타당성 검토
• 3. 가설 검정
• Ⅴ. 결론
• 1. 연구결과의 요약
• 2. 연구의 공헌
• 3. 연구의 한계 및 향후 연구방향
• 참고문헌
• Abstract
• 〔부록〕

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