제조업체-소매업체 간의 힘의 원천, 영향전략, 경제적 만족, 비경제적 만족, 신뢰가 장기지향성에 미치는 영향에 관한 연구:국내 할인점을 중심으로

The purpose of the study is to observe and to analyze the relationships among constructs including power sources, influence strategy, economic & non-economic satisfaction, trust, and long-term orientation between manufacturers and retailers. The results of our study reveal that 1) manufacturer's non-coercive power sources positively impacts on retailer's economic & non-economic satisfaction; 2) retailer's economic satisfaction positively impacts on trust: 3) retailer's non-economic satisfaction also positively impacts on trust and long-term orientation; 4) trust positively impacts on long-term orientation. The interesting finding is that 1) manufacturer's coercive power sources no more impacts on retailer's(discount store) economic & non-economic satisfaction in that large discount stores control distribution channel over relatively weakened manufacturers in Korea; 2) while economic satisfaction does not directly impact on long-term orientation, non-economic satisfaction significantly and directly impacts on trust and long-term orientation. It implies that non-economic satisfaction which results from personal and social relationship is more important factor to build long-term relationship between manufacturer and retailer in Korean retail setting recently.