유형제품 국제교환에서 제품수요의 환경 동태성, 고객 지향적 마케팅 조직행동, 문화적 민감성, 그리고 협력이 기회주의적 행동에 미치는 영향 = The Effects of Environmental Dynamism of Product Demand, Customer-oriented Marketing Organizational Behavior, Cultural Sensitivity, and Cooperation on Opportunistic Behavior in International Transaction of Tangible Product

국문 초록 (Abstract)

본 연구는 유형제품을 거래하는 국제시장에서 제품수요의 환경 동태성이 판매업체의 마케팅 조직행동에 영향을 미치고, 순차적으로 판매업체의 관계적 행동과 거래 쌍방간의 관계특성을 변화시켜 최종적으로 구매업체의 기회주의적 행동을 통제시킨다는 개념적 틀을 갖고 있다. 기회주의적 행동의 통제를 위해 요구되는 기업의 관계관리 메커니즘을 살펴보기 위해, 한국 판매업체와 중국 구매업체의 관계에서 한국 판매업체를 대상으로 설문조사를 수행하여 실증분석을 하였다. 샘플들은 중국 구매업체에게 유형제품을 수출하는 한국 판매업체들 중에서 127개의 업체들을 대상으로 하였다. 구조방정식 모형 분석을 통해 가설을 검증한 결과, 가설에서의 예상과 같이 한국 판매업체의 고객 지향적 마케팅 조직행동을 증가시키는 중국현지 제품수요의 환경 동태성의 영향력이 존재하는 것으로 나타났다. 한국 판매업체의 관계적 행동인 문화적 민감성과 거래쌍방간의 관계특성인 협력을 증가시키는 고객 지향적 마케팅 조직행동의 영향력도 존재하였다. 그리고 협력을 증가시키는 문화적 민감성의 영향력도 역시 존재하는 것으로 나타났다. 그러나 중국 구매업체의 기회주의적 행동을 감소시키는 협력의 영향력은 존재한 반면, 문화적 민감성의 영향력은 나타나지 않았다. 끝으로, 본 연구의 이론적 의의와 관리적 시사점들이 논의되었고, 연구의 한계점들과 향후의 연구방향들이 제시되었다.

다국어 초록 (Multilingual Abstract)

This study has conceptual framework that environmental dynamism of product demand influences the marketing organizational behavior of foreign seller, and then after the organizational behavior changes the relational behavior of the seller and the relational characteristics between exchange parties, the opportunistic behavior of local buyer finally can be controlled in the international market. To investigate the mechanism by which the opportunistic behavior of the local buyers is controlled, an empirical study surveying 127 companies of Korean sellers to export tangible products to chinese buyers was conducted. An analysis of the collected data indicates that product demand dynamism has a positive influence on the customer-oriented marketing organizational behavior of Korean sellers. The analysis of this study also indicates that the marketing organizational behavior of Korean sellers has positive influences on cultural sensitivity to be one of Korean seller's relational behaviors and cooperation to be one of relational characteristics between exchange parties. In addition, cultural sensitivity has a positive influence on cooperation. Meanwhile, while cooperation has a negative influence on the opportunistic behavior of chinese buyers, cultural sensitivity does not have a negative influence on it. Finally, the author discussed some theoretical contributions and managerial implications. And then, we presented limitations of this study and the future research directions.

목차 (Table of Contents)

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

참고문헌 (Reference)

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