Opportunistic Behavior and Commitment in Interfirm Relational Exchanges
- Opportunistic Behavior and Commitment in Interfirm Relational Exchanges
- 김상현; 김지혜
- 관계교환; 기회주의적 행동; 태도적 몰입; 계산적 몰입; opportunistic behavior; relational exchange
- Issue Date
- 유통경영학회지, v.14, no.6, pp.5 - 30
- There is increasing interest among marketing channel researchers in the subject of long-term interfirm relational exchanges, as more firms are favoring relationship approaches in their transactions with other companies. Interfirm relational exchanges can be defined as any stable and cooperative long-term exchange arrangements between independent exchange partners which deviate from discrete market exchanges. Long-term relational contracts are normally more complex than short-term transactional contracts, and unavoidably incomplete due to bounded rationality. Thus, long-term exchange relationships are more fraught with the hazards of opportunistic behavior. The opportunistic behavior in relational exchange is different based on the nature of interfirm commitment between the channel partners. The purpose of this study is to investigate the relationship between opportunism and interfirm commitment.
Purchasing relationships between OEM manufacturers and their component suppliers were chosen as the empirical setting. Purchasing specialists in each company, who interact regularly with the suppliers and have the major responsibility for managing the exchange relationships with the suppliers, were used as the respondents for this study. A mail survey methodology was employed to collect the data in the final field survey. As predicted, Attitudinal commitment is negatively related to opportunism and calculative commitment is positively related to opportunism. Thus, the result supports the proposed hypotheses: a party's perceived fear of its exchange partner's opportunistic behavior is related to a higher level of calculative commitment and a lower level of attitudinal commitment.
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