공공구매 플랫폼의 공유가치 창출 활동이 공공기관의 신뢰, 정보교환 품질 그리고 장기지향성에 미치는 영향 (Impact of Public Purchasing Platform‘s CSV on Trust, Quality of Information Exchange and Long-term Orientation)

서지정보

· 발행기관 : 한국유통학회
· 수록지 정보 : 유통연구 / 29권 / 3호 / 31 ~ 47페이지
· 저자명 : 이한근, 여찬구

초록

본 연구는 공공구매 플랫폼의 공유가치 창출활동이 신뢰(신용, 호의), 정보교환 품질 그리고 장기지향성에 미치는 영향관계를 실증적으로 파악하는 데 목적을 두었다. 선행연구를 기반으로 가설과 연구모형을 도출하였으며, 실증분석 결과는 다음과 같다. 첫째, 경제적 공유가치 창출활동은 신뢰의 신용차원과 호의차원 모두에 유의한 영향을 미치지 않는 것으로 나타났다. 둘째, 사회 적 공유가치 창출활동은 신뢰의 신용차원과 호의차원 모두에게 정의 영향을 미치는 것으로 확인되었다. 셋째, 신뢰의 신용차원 과 호의차원은 정보교환 품질에 정의 영향을 미치는 것으로 나타났다. 마지막으로 정보교환 품질은 장기지향성에 긍정적 영향 을 미치는 것으로 확인되었다. 본 연구는 이러한 실증연구 결과를 바탕으로 이론적 시사점과 실무적 시사점을 제시하였다.

영어초록

Purpose: In this research, examine the effect of CSV (creating shared value) of public purchase platform on long-term orientation, and among them, the relationship between trust, quality of information exchange was investigated. The purpose of this research was to provide implications through empirical analysis.




Research design, data, and methodology: To test hypotheses, we collected questionnaires from purchasing and marketing managers. Total 355 questionnaires are used for empirical analysis. We used the structural equations modeling to test hypotheses.




Results: The results for study revealed that, first, it was showed that economic CSV did not affect trust (credibility and benevolence). Second, social CSV was found to have a significant positive effect on trust (credibility and benevolence). Third, we found that trust (credibility and benevolence) had a significant positive effect on quality of information exchange. Finally, it was found that quality of information exchange had a significant positive effect on long-term orientation.




Conclusions: First, it was found that the public purchasing platform's CSV did not have a positive effect on trust (credibility and benevolence). However, on the contrary, social CSV were found to have a positive impact on both the credibility and benevolence dimensions of trust. These results mean that the role of the public purchasing platform is more focused on social CSV rather than economic CSV. In addition, it indicates that social CSV act as a positive factor in forming trust with public institutions. Second, Trust was found to have a positive effect on the quality of information exchange. This means that in order to increase the quality of information exchange between companies, credibility in transaction promises and benevolence in pursuing mutual benefit are important. Finally, information exchange quality was found to have a positive effect on long-term orientation. These results indicate that the quality of information exchange based on collaboration has a positive effect on long-termtrading relationships.

참고자료

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