CAJ | 학술논문

利用调查数据实证检验了B-B商业关系中的卖方对买方的信任和情感承诺对其行为的影响,以及这些行为对营销关系绩效带来的影响。实证结果表明,卖方的信任和承诺水平越高,则越具有合作性和灵活性,但承诺的作用大于信任;卖方对买方的情感承诺越高,则机会主义行为程度越低,而信任无助于降低机会主义行为;信任与承诺都不能解释卖方对不同顾客正式控制机制的差异;卖方在交换关系中表现出的合作性、灵活性都有利于提高营销关系的绩效。
이용조사수거실증검험료B-B상업관계중적매방대매방적신임화정감승낙대기행위적영향,이급저사행위대영소관계적효대래적영향。실증결과표명,매방적신임화승낙수평월고,칙월구유합작성화령활성,단승낙적작용대우신임;매방대매방적정감승낙월고,칙궤회주의행위정도월저,이신임무조우강저궤회주의행위;신임여승낙도불능해석매방대불동고객정식공제궤제적차이;매방재교환관계중표현출적합작성、령활성도유리우제고영소관계적적효。
Based on survey data from seller firms,we investigate the effect of trust and commitment on sellers＇ relational behavior and its performance implications.Empirical results indicate that both trust and commitment positively influence seller cooperation and flexibility in business relationships,but the effect of commitment is larger than that of trust.The results also show that sellers＇ opportunistic behavior is less when their affective commitment is high.Another important finding is neither trust nor commitment predicts sellers＇ formal control mechanism usage.And last,we find out that sellers＇ cooperation and flexibility have significant positive influence on relational performance.