거래공정성, 평판, 관계적 자본, 전환의도 감소 간의 관계에 대한 연구

[Purpose] This study analyzes the relationship between transaction fairness, reputation, relational capital, and reduction of conversion intention. This demonstrates that securing fairness among trading partners can lead to a favorable reputation, build relational capital, and further reduce conversion intentions. [Methodology] Theories on transaction fairness, reputation, relational capital, conversion intention, and previous studies were thoroughly reviewed, and six hypotheses were derived for this study. To this end, survey data were collected from domestic companies, and reliability and validity analysis was conducted using Smart PLS 2.0 on the collected data, and the research hypothesis was verified. [Findings] All three factors have a positive influence on reputation, positive influence on relational capital and relational capital on reduction of conversion intention. In addition, relational capital has been tested as a partial parameter between reputation and diminished conversion intentions. [Implications] The importance of distribution fairness, process fairness, and interaction fairness is suggested to individual companies in the supply chain as transactional fairness. In addition, it proved that sustainability could be secured by reducing conversion intention in trading relationship.