유통경로상 구매자-판매자 협력에 대한 관계결속의 프로세스

The objective of this study is to examine with the process approach of relationship commitment the buyer-seller cooperation in information and telecommunication industries in term of distribution and to redefine a new cooperation concept in strategic perspective. According to marketing research literatures, cooperation is defined as the extent to which mutual recognition, compatible goals and understanding exist through which the success of one firm partly depends on the other firm, so that they together satisfy consequently focusing the requirements of the marketplace(Anderson & Narus, 1990, p.42; Mohr & Spekman, 1994, p.135), meeting of the mind(Ellram & Hendrick, 1995, p.42), and supply partnership(Buzzell and Ortmeyer, 1994, 1995). Based on the preceding literature review, four hypotheses which sub-hypothesis included are proposed. To test the proposed hypotheses, data were collected using questionnaires from 68 buyers. To analyze the data collected the SPSS Win & LISREL8.12 statistical package was employed. Three out of four hypotheses were accepted, the other was rejected. Based on the research results, we can conclude that trust, dependence and commitment in the cooperation management are a very important factors in the distribution channel between buyers and sellers.