CAJ | 학술논문

在竞争日益激烈的零售业,与供应商保持长期合作关系对零售商保持竞争优势越来越重要。本研究探讨了信任和关系承诺对长期关系导向的影响。研究的数据主要来自上海和江苏的电子产品零售商,共获得118份有效问卷,进行结构方程模型分析。实证结果表明信任变量中的可靠性会正向影响关系承诺,关系承诺变量中的行为的承诺和情感的承诺会正向影响长期关系导向。最后,本研究根据理论框架和研究结果提出相关建议和未来研究方向。
재경쟁일익격렬적령수업,여공응상보지장기합작관계대령수상보지경쟁우세월래월중요。본연구탐토료신임화관계승낙대장기관계도향적영향。연구적수거주요래자상해화강소적전자산품령수상,공획득118빈유효문권,진행결구방정모형분석。실증결과표명신임변량중적가고성회정향영향관계승낙,관계승낙변량중적행위적승낙화정감적승낙회정향영향장기관계도향。최후,본연구근거이론광가화연구결과제출상관건의화미래연구방향。
In the retailing industry with increasing fierce competition, it is very important for retailers to establish long-term relationship with suppliers, This paper study the effect of trust and relationship commitment on long-term orientation. Empirical data of this study mainly selected from retailers in the electronic industry field in Shanghai and Jiangsu, there are total 118 valid questionnaires. Use LISREL test research framework. Results reveal that credibility positively affects relationship commitment, behavioral and affective commitment positively affect long-term orientation. Finally, according to the conceptual framework and research findings, this paper puts forward suggestions and also the aspects of further research.