저결속 구매자-판매자 관계에서 관계해지의 완화요인과 촉진요인

국문 초록 (Abstract)

본 연구는 아직까지 미개척 연구 분야인 관계해지의 과정에 대한 이론적 고찰을 바탕으로 하여, 저결속 상태의 구매자-판매자 관계에서 관계해지 의도를 완화시키는 요인들(의존, 협력, 커뮤니케이션, 관계규범, 거래특유투자, 관계종결비용, 만족, 그리고 신뢰)과 관계해지의도를 촉진시키는 요인들(기회주의, 갈등, 목적불일치, 대안의 매력도, 그리고 불공정성)을 제시하고, 이를 실증적으로 검토한 것이다.
국내 외식 프랜차이즈 산업 선두업체의 300개 가맹점을 표본 추출하여 그 중, 결속상태가 낮은 79개 가맹점과 본부와의 관계를 대상으로 검증한 결과, 만족, 커뮤니케이션, 의존, 관계규범, 그리고 신뢰는 관계해지 의도를 유의적으로 완화시켰고, 불공정성, 갈등, 그리고 목적불일치는 관계해지 의도를 유의적으로 촉진시켰다. 그러나 협력, 거래특유투자, 관계종결비용, 대안의 매력도, 그리고 기회주의는 통계적으로 유의한 영향을 미치지 않은 것으로 나타났다.

다국어 초록 (Multilingual Abstract)

This study has investigated the effects of relieving and promoting factors on dissolution intention under the condition of low commitment buyer-seller relationships. Based on intensive literature reviews, eight alleviating factors (dependence, cooperation, communication, relational norms, transaction specific investments, relationship termination costs, satisfaction, and trust) and five promoting factors (opportunism, conflict, goal incongruity, attractiveness of alternatives, and unfairness) were included.
A total of thirteen hypotheses were tested using data collected from a dining franchising system. Among 300 collected, 79 cases of low commitment buyer-seller relationships were analyzed.
The results showed that eight out of thirteen hypotheses were supported. But five hypotheses related to the variables of cooperation, transaction specific investments, relationship termination costs, attractiveness of alternatives, and opportunism were not supported.
Following a detailed presentation of the analysis results, the paper concludes by discussing the academic and managerial implications of the findings.

목차 (Table of Contents)

• Ⅰ. 연구목적
• Ⅱ. 이론적 배경
• Ⅲ. 가설설정 및 연구모형
• Ⅳ. 연구방법
• Ⅴ. 실증분석
• Ⅵ. 결론
• 참고문헌
• Abstract

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