힘의 불균형과 상호의존성이 제조업체의 소매업체에 대한 영향전략에 미치는 영향-관계기간의 조절효과를 중심으로 = The Effects of power Imbalance and Interdependence on the Influence Stategies of Manufaturers over Retailers: Moderating Effects of the Length of Relationship

다국어 초록 (Multilingual Abstract)

Although studied by so many scholars for half a century, power and influence strategies remain a misunderstood constructs in channels-of-distribution research because of their complexities. Confusions still exist in the results of past studies.This study is an attempt to investigate the mechanisms through which power imbalance and interdependence affect the influence strategies of manufacturers over retailers. Especially, this study focus on moderating effects of the length of relationships that has not been investigated in the past. For the purpose of empirical testing of dyadic view, 100 retailers and 100 boundary persons in cosmetic industry have been selected and analyzed. According to the result from moderated regression analysis, power imbalance between manufacturer and retailer strengthens not only coercive but noncoercive influence strategies. But interdependence had mixed influences.In addition, the length of relationship had moderating effects on only coercive influence strategies.

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