거래공정성이 재거래 의도에 미치는 영향 및 거래진정성의 조절효과

[Purpose]The objective of this study is to verify the effect of transaction fairness on trust and cooperation, the effect of trust and cooperation on the intent of re－transaction, the mediating effect of trust and cooperation, and the moderating effect of authenticity in transactions. [Methodology]In reference to existing researches on these variables, four hypotheses have been established. In addition, data has been collected from domestic companies in various types of industry sectors, which was followed by a statistical process by means of SPSS 21.0 to test the hypotheses. [Findings]First, transaction fairness has positive (＋) effect on trust and cooperation. Second, trust and cooperation have significant positive (＋) effect on the intent of re－transaction. Third, trust and cooperation play a mediating role. Thus, while transaction fairness has significant positive (＋) effective directly on the intent of re－transaction, the intent of re－transaction is further strengthened by a trustworthy and cooperative relationship. Fourth, authenticity in transactions does not function as a moderating variable, but it has significant positive (＋) effect on the intent of re－transaction. [Implications]Therefore, to induce the intent of re－transaction in inter－company transactions, transaction fairness, trust and cooperation, and authenticity in transactions are of great importance.