상호의존성과 갈등 관계의 재 고찰

There has been a renewed interest on interdependence and influence strategy/conflict in B2B relationship studies since Gundlach and Cadotte (1994) introduced the concept of Interdependence in 1994. However, we are able to observe mixed results by reviewing the previous researches concerning the relationship between interdependence and influence strategy/conflict. We explore the reasons why existing researches shows the mixed results and assume that there are 3 limitations in them. First, the measurement problem; even though the concept of interdependence includes mutual relationship, previous researchers have measured interdependence by the unilateral perspective data. Second, theoretical approach; previous researches have their own limitation to explain the relationship between interdependence and outcomes without considering various dimensions/phases of the conflict. Third, the relationship between interdependence asymmetry and conflict should not be regarded as a linear. We reexamine the relationship between interdependence asymmetry and the conflict by using RSA (Response Surface Analysis) using the bilateral transactional relationship data. The data used in this study have been derived from both buyers and suppliers in fire-fighting equipment industry and 96 perfect paired data were used for analysis. Specifically we measure interdependence from a bilateral perspective. We have collected 4 kinds of data from both transaction sides including our level of dependence on the partner, the partner’s level of dependence on us and made 3 available combinations for measuring interdependence (see the Table). And the results show that the best data composition that can measures the concept of interdependence most properly is the bilateral self perception data combination: our level of dependence on the partner collected from both sides. The results of analysis using bilateral self perception data show that the relationship between the interdependence and 3 dimensions of conflict (perceived, affective, manifest) are all statistically significant, but the results using other data combinations are not. Data Source Perception of dependence Combination 1 both sides Dependence on the partner X1-X3 Combination 2 one side Dependence on the partner & Partner’s dependence on Us X1-X2 & X3-X4 Combination 3 both sides Partner’s dependence on Us X2-X4 Available combinations for measuring interdependence Next, we explore the relationship between the interdependence asymmetry and the various dimensions of the conflict -perceived conflict, affective conflict and manifest conflict- by using RSA. The results of RSA show that the relationship between the interdependence asymmetry and the various dimension of the conflict is not a linear one but is an inverted U shaped. To a certain degree, the conflict grows bigger as the magnitude of interdependence asymmetry gets bigger. However, after a certain threshold, the conflict is on the decline as the magnitude of interdependence asymmetry gets bigger. From the academic point of view, this study would contribute to the understanding of how interdependence asymmetry affects various phases of the conflict in the context of B2B transaction supplementing existing body of knowledge of interdependence and conflict. From a managerial point of view, this study can aid future strategic decisions for both buyer and supplier to manage the conflict in B2B relationship. Keywords: Interdependence Asymmetry, Interdependence magnitude, Conflict, Response Surface Analysis, Discrepancy of Perception Contents Ⅰ. Introduction Ⅱ. Literature Review 2.1 Interdependence 2.2 Conflict 2.3 Self perception error Ⅲ. Methodology 3.1 Sample 3.2 Operational Definition 3.3 Research Methodology Ⅳ. Results 4.1 Reliability and Validity 4.2 Confirmations of Research Questions Ⅴ. Conclusion 5.1 Summary of Research 5.2 Limitation and Future Research Direction <References>