수입업자의 공동목표 추구수준이 수출입관계에 대한 윤리지향성과 신뢰에 미치는 영향에 관한 연구: 가치유사성과 자국중심주의의 조절효과를 중심으로

This research reports a study examining the impact of allocentrism in the internationalbuyer-seller relationships. In particular, we study the effects of allocentrism on ethicsorientation and trust. Allocentrism in this study refers to the impoter’s willingness toachieve mutual goals being shared between buyer-seller relationship. We posit thatallocentrism has positive influences on ethics orientation and trust. Value similarityand nationalism are hypothesized to moderate the effects of allocentrism on ethicsorientation and trust. We posit that allocentrism has greater impacts on ethics orientationand trust in relationships with high value similarity than low value similarity. It isalso hypothesized that allocentrism has greater impacts on ethical orientation and trustin relationships with low nationalism than high nationalism. To test these hypotheses,we conducted a survey involving a sample of purchasing managers (n=200) who haverecently purchased products from suppliers overseas. The study results confirmedthat allocentrism has positive influences on ethics orientation and trust. The findingsof this study also indicated that the effect of allocentrism on ethics orientation ismoderated by value similarity and nationalism. Allocentrism increases the importer's ethics orientation and trust to the relationship. Thus, exporters should make proactive efforts to share mutual goals with key importersto facilitate ethical and trustful business relationships. It is also important to increaseperception of value similarity between the parties and to reduce nationalism throughsystematic employee training programs. Theoretical and practical implications of thisstudy are discussed.