유통경로상에서 경로구성원 쌍방의 비대칭 신뢰에 관한 연구

국문 초록 (Abstract)

본 연구는 유통경로상에서 구매업자와 공급업자 간 관계형성의 한 형태로 쌍방의 신뢰가 어떻게 형성되며 그로 인한 관계행동이 어떻게 발전되는가에 관하여 새로운 관점에서 접근하고자 하였다. 구매업자와 공급업자 간 관계형성에 관한 선험연구들은 쌍방 간의 순환적 관계교환을 나타내는 순환모형에 이론적 배경을 두고 반복적인 교환과정을 통해 신뢰가 형성되고 그 결과로써 관계행동을 나타낸다고 설명하고 있다. 그러나 관계발전과정에서 형성될 수 있는 지각적 불일치에 의한 비대칭적 신뢰수준과 변화가능성을 설명하는데 부분적인 제약을 갖는다. 본 연구는 이와 같은 순환모형의 제약요인과 선행연구들의 실증분석에 대한 한계를 극복하기 위한 대안으로 하나의 통합된 모델 내에서 서로 다른 신뢰수준을 설명할 수 있는 쌍방의 비대칭 신뢰라는 새로운 개념을 제시하고 서로 다른 수준의 비대칭 신뢰로부터 발생될 수 있는 관계행동의 가능성까지 포함시킨 실증 가능한 연구모형을 제시하였다.
본 연구는 기존의 구매업자와 공급업자의 관계행동에 관한 선행연구들의 이론적 기반이 되면서도 실증분석에 한계점을 제공해 온 순환모형의 관점에서 벗어나 이분화된 비대칭 신뢰라는 새로운 개념과 이론적 틀을 제시하였고 순환모형에서 다루지 않았던 비대칭적 관계형성에 대한 측면을 설명할 수 있는 이론적 틀을 제시한다.

다국어 초록 (Multilingual Abstract)

This study is based upon the assumption that trust is a pedestal of much importance in the relationship behavior marketing channel members conduct in their arena. Unlike the existing studies that consider trust to be a circular simple concept with the emphasis on mutually symmetrical relationship level, this study focuses on the asymmetrically different levels of asymmetric trust concept.
The major results of this study are as follows:
First, among the individual characteristics which could affect on trust, reputation plays a significant role in transaction.
Second, in the domain of the relation between trust and relationship characteristics, opportunistic behavior is shown to influence upon trust. Communication is turn out not to be a significant factor in trust; in a further analysis, it is also shown to influence upon willingness to make future relationship behavior.
Third, willingness to make future relationship behavior plays a significant influence on trust, which shows that trust is the very core factor in the long-term relationship behavior.
We can find that the antecedent factors influencing upon the trust build-up are different between agents and buyers and the established trust influences upon the future relationship behavior.
This study tries to show how trust is established and what role the trust conducts.

목차 (Table of Contents)

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

참고문헌 (Reference)

1 임영균, "유통경로관리" 경문사 2002

2 신동엽, "신뢰의 경영 - 신뢰기반 경영의 이론적 바탕과 실제 예들 -" 경영연구소 36 (36): 65-105, 1999

3 최순규, "경영전략연구에 있어서 신뢰 문제에 대한 고찰" (6) : 529-545, 2000.2

4 김주영, "경로구성원 쌍방의 독자적 신뢰에 대한 개념적 연구" 2 (2): 13-37, 2000

5 Lewis, "Trust as a Social Reality" 967-985, 1985

6 Iacobucci, D, "Toward an Encompassing Theory of Business Marketing Relationships(BMRS) and Interpersonal Commercial Relationships (ICRS) An Empirical Generalization" 13 : 13-33, 1999

7 Anderson, "The Use of Pledges to Build and Sustain Commitment in Distribution Channels Journal of Marketing Research" 199218-34

8 Heide, "The Role of Dependence Balancing in Safeguarding Transaction-Specific Assets in Conventional Channels" 52 (52): 20-35, 1988

9 Yerkes,R.M, "The Relation of Strengths of Stimulus to Rapidity of Habit-Formation" 18 : 459-482, 1908

10 Yerkes,R.M, "The Relation of Strengths of Stimulus to Rapidity of Habit-Formation" 18 : 459-482, 1908

11 John F, "The History of Measurement of Power in Marketing Channels in Review of Marketing 1987" 67-89, 1987

12 Saxton, Todd, "The Effects of Partner and Relationship Characteristics on Alliance Outcomes" 40 (40): 443-461, 1997

13 Smith, J. Brock, "The Effects of Organizational Differences and Trust on the Effectiveness of Selling Partner Relationships" 61 : 3-21, 1997january

14 Morgan, "The Commitment-Trust Theory of Relationship Marketing" 58 (58): 20-38, 1994

15 Chou, Chao-Yu, "Properties of the Half-Normal Distribution and Its Application to Quality Control" 20 : 2-5, 1998

16 Brown, James R, "Power and Relationship Commitment: Their Impact on Marketing Channel Member Performance" 71 : 363-392, 1995

17 Emerson, "Power Dependence Relations" 27 (27): 31-41, 1962

18 Thomas G, "Performance Outcomes of Purchasing Arrangements in Industrial Buyer-Vendor Relationships Journal of Marketing" (ordewier) : 80-93, 1990

19 Mishra, A. K, "Organizational Responses to Crisis The Centrality of Trust Trust , in R. Kramer and T. Tyler ed.,Trust in Organization" Sage 261-287, 1996

20 Rousseau, D. M., "Not so Different after all : A Cross-Discipline View of Trust" 23 : 393-404, 1998

21 Cook, "New Work Attitude Measures of Trust Journal of Occupational Psychology" 39-52, 1980

22 in M, "Nebraska Symposium on Motivation University of Nebraska Press" Lincoln 275-319, 1962

23 Dwyer, "Journal of Marketing" 11-27, 1987

24 Williamson, "Journal of Law and Economics" and eco (and eco): 453-486, 1993

25 Howell, "Interrelations Among a Channel Entity's Power Sources Journal of Marketing Research" 119-126, 1987

26 Reve, "Interorganizational Relations in Marketing Channels" 4 (4): 405-416, 1979

27 Frazier, "Interorganizational Exchange Behavior in Marketing Channels:A Broadened Perspective" 47 : 68-78, 1983

28 Schurr,Paul H.and Julie L.Ozanne, "Influences on Exchange Processes:Buyers' Preconceptions of a Seller's Trustworthiness and Bargaining Toughness" 11 (11): 939-953, 1985

29 Moorman,C, "Factors Affecting Trust in Market Research Relationships" 57 (57): 81-101, 1993

30 Siguaw, Judy A, "Effects of Supplier Market Orientation on Distributor Market Orientation and The Channel Relationship : The Distributor Perspective" 62 : 99-111, 1998July

31 Granovetter,M, "Economic Action and Social Structure:The Problem of Embeddedness" 91 (91): 481-510, 1985

32 Heide, "Do Norms Matter in Marketing Relationships?" 56 (56): 32-44, 1992

33 Lewicki, R. J., "Developing and Maintaining Trust in Work Relationships , Trust in Organizations Frontiers of Theory and Research" Sage Publications 114-139, 1996

34 Ganesan,Shankar, "Determinants of Long-Term Orientation in Buyer-Seller Relationships" 58 (58): 1-19, 1994

35 Anderson, "Determinants of Continuity in Conventional Industrial Channel Dyads" 310-323, 1989

36 Day, "Cooperative Behavior in Vertical Markets The Influence of Transaction Costs and Competitive Strategies Review of Marketing 1987" 263-298, 1987

37 Mayer, R. C.,, "An Integrative Model of Organizational Trust" 20 : 709-734, 1995

38 Wilson, David T. null, "An Integrated Model of Buyer-Seller Relationship" 23 : 335-345, 1995

39 Doney, Patricia M, "An Examination of the Nature of Trust in Buyer-Seller Relationships" 61 : 35-51, 1997april

40 McAllister, D. J, "Affect and Cognition Based Trust as Foundations for Interpersonal Cooperation in Organizations" 38 (38): 24-59, 1995

41 Anderson,J, "A Model of Distributor Firm and Manufacturer Firm Working Partnerships" 54 (54): 42-58, 1990