복수 유통채널의 기회주의적 행동에 대한 연구:자동차 유통채널을 중심으로

The automobile market is one of the most important contributors to the GDP of most developed countries, so does Korea. The most distinguished specification of Korean automobile business is its retail format- the plural channel forms. There are two channel, one is direct channel and the other is dealer channel. There have been many conceptual review on the weakness and failure of ‘market’ based on the Transaction Cost Analysis (TCA), but research on the same problem of ‘hierarchy’ has been rare. Thus, this research defines opportunistic behavior as significant threat to structure of market and hierarchy, and finds the different format of opportunistic behavior in the plural channel forms, finally discusses the strategic application and expand the range of Collaborative Relationship Theory, previously discussed in channel research such as transaction cost analysis, agency theory, and relationship marketing. Specifically, this research aims to investigate the influence of information asymmetry and group cohesiveness on the opportunistic behavior-influence activity of direct channel and shirking of dealer channel-, and the effectiveness of opportunistic behavior by looking at the influence of influence activity and shirking on coordination and flexibility as important index of relationship qualities. A total of 8 hypotheses were established through prior studies dealing with Transaction Cost Analysis and Collaborative Relationship Theory. Then we drove conceptual research model (<Figure 1>). Figure 1. Research Model For the purpose of empirical testing, we managed to obtain the list of direct channels and dealer channels from 16 regional headquarters of Hyundai motor company and 13 regional headquarters of Kia motor company. We were able to correct 570 data. The analysis utilizing structural equation model indicated that information asymmetry has positive influence on influence activity and shirking, and group cohesiveness has negative influence on influence activity and shirking. Both influence activity and shirking have negative influence on cooperation and flexibility. The result of this research suggests that for domestic motor company, to improve the overall relational performance such as cooperation and flexibility, it is necessary to control opportunistic behaviors by bonding together by a common destiny and open communication or information exchange. Also in the plural channel forms, there are several types of opportunistic behaviors like influence activity (of the direct channel) and shirking (of the dealer channel), it is needed to understand the different aspects and controlling method.