한국과 중국 가전산업의 외국계 공급업자와 현지소매업자간의 장기지향성 결정요인에 관한 연구

The purpose of this study is to find out the determinants of long-term orientation between suppliers and retailers of household electric appliances in Korea and China, plus their structure and relationship. The constructs examined here include trust, dependence, environmental uncertainty(volatility & diversity), transaction specific assets, reputation, and satisfaction. It is hypothesized that trust(credibility and benevolence), satisfaction, and dependence have positive impacts on long-term orientation. At the same time, it is hypothesized that volatility and transaction specific assets have a positive impact on dependence while diversity has a negative impact. In addition, reputation has a positive impact on trust(credibility and benevolence).A total of 147 questionnaires were collected by surveying household electric appliance retailers in Beijing, China. The result of analysis shows strong support for the hypotheses. But, the relationship between diversity and dependence, reputation and credibility, dependence and long-term orientation, credibility and long-term orientation is not supported.* Professor of Marketing, School of Business Administration, Kyung Hee University, Dong daemon-Ku, Seoul Korea, 130-701.