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      소매점 볼런터리 체인 활성화의 선행요인과 결과 = Antecedents and Consequences of Cooperation in Retail Voluntary Chain

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      다국어 초록 (Multilingual Abstract)

      Purpose – Recently, the management conditions of small independent retailers are getting worse everyday as large-scale marts and franchised convenience stores are increasing. The objective of this research is to find out the antecedents and consequences of cooperation in voluntary chain in order to enhance small independent retailer's competitiveness. Voluntary chains, also called affiliation or symbol groups, or allied group represent a high market shared in some European countries like Italy, France, and Germany. Nevertheless, there are still limitations in this research from academic fields. Drawing from network theory, the author investigates the relationship between antecedent factors in voluntary chain cooperation, such as participation benefits, justice of compensation, and autonomy in voluntary chain, and relationship specific asset. The author also attempts to examine the relationship between the relationship specific asset and cooperation of voluntary chain member shop and cooperation and consequence factors of voluntary chain cooperation, such as efficiency, group cohesiveness, and long-term relationship.
      Research design, data, and methodology – The author presented conceptual framework integrating the major antecedents and consequences of voluntary chain cooperation.
      The data were collected from 174 independent small retailers who joined K-voluntary chain. K-voluntary chain consists of small independent retailers. In accordance with their status, each entrepreneur associated with the voluntary group can own one or more outlets and can be a part of the life and the decision-making process of the group. This participation is not based on company turnover or on the number of outlets, but based on a one member, one vote system. To verify the research model and test hypotheses, the author carefully investigated the reliability, content validity, convergent validity, and discriminant validity of the proposed model. The data were analyzed by using SPSS 18.0 and AMOS structural equation modeling program.
      Results – The results of this study are as follows. First, as antecedent variables, participation benefits and justice of compensation have positive effect on the relationship specific assets of voluntary chain members. Second, voluntary chain members' relationship specific asset also directly related to the level of its cooperation to chain headquarter. Third, cooperation of voluntary chain member shop facilitates efficiency, group cohesiveness, and long-term relationship. Unexpectedly, there are no effect autonomy in voluntary chain to relationship specific asset.
      Conclusions – This research shows several theoretical and practical implications to both marketing scholars and marketers.
      In terms of theoretical implications, this study applies to network theory and network theory variables to explain the antecedent and consequence factors of cooperation in voluntary chain.
      From the point of view from business management, most of all, this study shows the way how to reinforce competitiveness of voluntary chain. Specifically, it is necessary for voluntary chain headquarter to give higher level of participation benefit and justice of compensation to its members. Second, the results also indicate what the consequence factors of cooperation in voluntary chain. In other words, to increase the level of marketing efficiency, group cohesiveness, long-term orientation in retail voluntary chain, and chain headquarter need to facilitate participants' cooperation.
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      Purpose – Recently, the management conditions of small independent retailers are getting worse everyday as large-scale marts and franchised convenience stores are increasing. The objective of this research is to find out the antecedents and conseque...

      Purpose – Recently, the management conditions of small independent retailers are getting worse everyday as large-scale marts and franchised convenience stores are increasing. The objective of this research is to find out the antecedents and consequences of cooperation in voluntary chain in order to enhance small independent retailer's competitiveness. Voluntary chains, also called affiliation or symbol groups, or allied group represent a high market shared in some European countries like Italy, France, and Germany. Nevertheless, there are still limitations in this research from academic fields. Drawing from network theory, the author investigates the relationship between antecedent factors in voluntary chain cooperation, such as participation benefits, justice of compensation, and autonomy in voluntary chain, and relationship specific asset. The author also attempts to examine the relationship between the relationship specific asset and cooperation of voluntary chain member shop and cooperation and consequence factors of voluntary chain cooperation, such as efficiency, group cohesiveness, and long-term relationship.
      Research design, data, and methodology – The author presented conceptual framework integrating the major antecedents and consequences of voluntary chain cooperation.
      The data were collected from 174 independent small retailers who joined K-voluntary chain. K-voluntary chain consists of small independent retailers. In accordance with their status, each entrepreneur associated with the voluntary group can own one or more outlets and can be a part of the life and the decision-making process of the group. This participation is not based on company turnover or on the number of outlets, but based on a one member, one vote system. To verify the research model and test hypotheses, the author carefully investigated the reliability, content validity, convergent validity, and discriminant validity of the proposed model. The data were analyzed by using SPSS 18.0 and AMOS structural equation modeling program.
      Results – The results of this study are as follows. First, as antecedent variables, participation benefits and justice of compensation have positive effect on the relationship specific assets of voluntary chain members. Second, voluntary chain members' relationship specific asset also directly related to the level of its cooperation to chain headquarter. Third, cooperation of voluntary chain member shop facilitates efficiency, group cohesiveness, and long-term relationship. Unexpectedly, there are no effect autonomy in voluntary chain to relationship specific asset.
      Conclusions – This research shows several theoretical and practical implications to both marketing scholars and marketers.
      In terms of theoretical implications, this study applies to network theory and network theory variables to explain the antecedent and consequence factors of cooperation in voluntary chain.
      From the point of view from business management, most of all, this study shows the way how to reinforce competitiveness of voluntary chain. Specifically, it is necessary for voluntary chain headquarter to give higher level of participation benefit and justice of compensation to its members. Second, the results also indicate what the consequence factors of cooperation in voluntary chain. In other words, to increase the level of marketing efficiency, group cohesiveness, long-term orientation in retail voluntary chain, and chain headquarter need to facilitate participants' cooperation.

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      참고문헌 (Reference)

      1 고득영, "직무자율성과 혁신행동 간의 관계: 직무만족의 매개효과와 성격과 조직혁신풍토의 조절효과" 한국산업및조직심리학회 25 (25): 215-238, 2012

      2 이호택, "제조-유통 관계에서 상호 간의 거래특유투자가 전략적 협업 수준에 미치는 영향" 한국유통학회 21 (21): 81-101, 2016

      3 김재근, "자기결정성이론을 통한 가맹점성과 연구: 가맹점사업자의 자율성과 기업가적 성향의 효과" 한국유통학회 18 (18): 69-102, 2013

      4 염민선, "유통 볼런터리체인(Voluntary Chain)에서 조직구조특성, 관계특성이 네트워크 역량과 성과에 미치는 영향: 자원기반이론과 네트워크이론의 통합관점" 한국마케팅학회 29 (29): 149-177, 2014

      5 이상훈, "여행업 프랜차이즈 가맹점의 공정성지각과 관계품질, 장기지향성에 관한 연구" 한국관광연구학회 28 (28): 173-186, 2014

      6 임채운, "여행서비스 산업에서 다채널 고객특성과 관계적 혜택에 대한 연구" 한국서비스경영학회 12 (12): 173-195, 2011

      7 염민선, "슈퍼마켓 볼런터리체인에서 상호의존, 집단주의, 비전제시가 집단응집력에 미치는 영향과 집단응집력의 유효성: 협조관계론 관점" 한국마케팅학회 28 (28): 39-64, 2013

      8 김상덕, "관계특유투자와 관계자본이 관계학습과 성과에 미치는 영향: 자원기반관점을 중심으로" 한국마케팅학회 25 (25): 81-106, 2010

      9 이호택, "가맹본부의 지원제도가 본부에 대한 태도 및 가맹점의 재무성과에 미치는 영향: 지역상권 경쟁강도의 조절효과를 중심으로" 한국유통과학회 13 (13): 65-76, 2015

      10 Anderson, E., "The use of pledges to build and sustain commitment in distribution channels" 29 (29): 18-34, 1992

      1 고득영, "직무자율성과 혁신행동 간의 관계: 직무만족의 매개효과와 성격과 조직혁신풍토의 조절효과" 한국산업및조직심리학회 25 (25): 215-238, 2012

      2 이호택, "제조-유통 관계에서 상호 간의 거래특유투자가 전략적 협업 수준에 미치는 영향" 한국유통학회 21 (21): 81-101, 2016

      3 김재근, "자기결정성이론을 통한 가맹점성과 연구: 가맹점사업자의 자율성과 기업가적 성향의 효과" 한국유통학회 18 (18): 69-102, 2013

      4 염민선, "유통 볼런터리체인(Voluntary Chain)에서 조직구조특성, 관계특성이 네트워크 역량과 성과에 미치는 영향: 자원기반이론과 네트워크이론의 통합관점" 한국마케팅학회 29 (29): 149-177, 2014

      5 이상훈, "여행업 프랜차이즈 가맹점의 공정성지각과 관계품질, 장기지향성에 관한 연구" 한국관광연구학회 28 (28): 173-186, 2014

      6 임채운, "여행서비스 산업에서 다채널 고객특성과 관계적 혜택에 대한 연구" 한국서비스경영학회 12 (12): 173-195, 2011

      7 염민선, "슈퍼마켓 볼런터리체인에서 상호의존, 집단주의, 비전제시가 집단응집력에 미치는 영향과 집단응집력의 유효성: 협조관계론 관점" 한국마케팅학회 28 (28): 39-64, 2013

      8 김상덕, "관계특유투자와 관계자본이 관계학습과 성과에 미치는 영향: 자원기반관점을 중심으로" 한국마케팅학회 25 (25): 81-106, 2010

      9 이호택, "가맹본부의 지원제도가 본부에 대한 태도 및 가맹점의 재무성과에 미치는 영향: 지역상권 경쟁강도의 조절효과를 중심으로" 한국유통과학회 13 (13): 65-76, 2015

      10 Anderson, E., "The use of pledges to build and sustain commitment in distribution channels" 29 (29): 18-34, 1992

      11 Wrigley, N., "The stresses of retail internationalization : lessons from Royal Ahold's experience in Latin America. The International Review of Retail" 13 (13): 221-243, 2003

      12 Granovetter, M. S., "The strength of weak ties" 78 (78): 1360-1380, 1973

      13 Krackhardt, D., "The strength of strong ties: The importance of philos in organizations. Networks and organizations: structure, form, and action" Harvard Business School Press 1992

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      29 Gwinner, K. P., "Relational benefits in services industries : the customer’s perspective" 26 (26): 101-114, 1998

      30 Rowley, T., "Redundant governance structures : An analysis of structural and relational embeddedness in the steel and semiconductor industries" 21 (21): 369-386, 2000

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      32 Lewin, K., "Psychology and the process of group living" 17 (17): 113-131, 1943

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      55 Dyer, J. H., "Creating and managing a high-performance knowledge-sharing network : the Toyota case" 21 (21): 345-367, 2000

      56 Burkink, T., "Cooperative and voluntary wholesale groups : channel coordination and interfirm knowledge transfer" 7 (7): 60-70, 2002

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      60 LeBlanc, G., "An exploratory study on the cues that signal value to members in retail co-operatives" 29 (29): 49-59, 2001

      61 Podsakoff, P. M., "An examination of the psychometric properties and nomological validity of some revised and reduced substitutes for leadership scales" 79 (79): 702-713, 1994

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      65 Rawls, J., "A Theory of Justice" Harvard University 1971

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