中国市场上供应商的影响战略对供应商与买方之间关系的影响

서지정보

· 발행기관 : 한중사회과학학회
· 수록지 정보 : 한중사회과학연구 / 18권 / 2호 / 123 ~ 151페이지
· 저자명 : 이백양, 장민, 송영욱

초록

This paper is designed to examine how the supplier’s influence strategies have an effect on the supplier-buyer relationship and the guanxi’s moderating role in the their business relationship. In principle, this research is founded on and seeks to validate diverse research constructs in Chinese channel environment, and those have been rigorously discussed by the researchers from the streams of transaction cost theory and relationship exchange theory. The research model in this study is made up of three causal logical nodes-independent variables, mediating variables, and a dependent variable. Importantly, this paper also pays attention to the role of one particular moderating variable, guanxi, which may play a crucial part in the relationship between the independent and mediating variables as well as in the relationship between the mediating variables and a dependent variable.
The independent variables are the influence strategies exerted by suppliers and this paper divides six influence strategies into three different categories such as coercive, neutral and non-coercive strategies. Threats and legalistic pleas are categorized into coercive influence strategies, request and promises are classified into neutral influence strategies; further, recommendation and information exchanges are regarded as non-coercive strategies.
The mediating variables in this study are opportunism and mutuality which are intrinsically rooted in the two different research streams; the one is originated from TCA(transaction cost analysis) theorists and the other is emerged from the relationship exchange scholars. The final node, the dependent variable, is a long-term orientation that almost all the suppliers and their buyers may pursue.
The unit of analysis is a buying firm and respondents for this data collection are employees or owners who are actually involved in the business transaction process with their suppliers.
370 valid questionnaires were obtained and used to verify proposed research model and several hypotheses between the antecedents and mediating variables, and those with dependent variables. The structural equation model is employed to test the research model and a series of research hypotheses.
We verify that supplier’s non-coercive influence strategies are beneficial to relationship between the supplier and the buyers. Coercive influence strategies are inefficient to the supplier-buyer relationship. Neutral influence strategies have ambivalent(positive and negative) consequences on the relationship. Further, we identify that guanxi has significant moderating effects on the supplier-buyer relationship. This paper discusses the research findings and proposes the future research directions.

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