공급업체의 거래특유투자가 구매업체의 신뢰와 공급업체 성과에 미치는 영향: 구매업체의 비용절감 전략의 조절효과

국문 초록 (Abstract)

[연구목적] B2B 맥락 하에서 거래특유투자와 공급업체 기업성과와의 관계에 대한 학계와 업계의 관심에도 불구하고, 이들 사이의 관계는 이론적, 실증적으로 일관된 결과를 도출하지 못하고 있었으며 오랜 기간 동안 논쟁의 대상이 되어왔다. 이에 본 연구에서는 두 변수들 사이의 관계를 명확히 하기 위해 거래특유투자와 신뢰(신용성과 호혜성), 그리고 공급업체 성과와의 관계 메커니즘을 실증적으로 검증하고자 하였다. 이와 더불어 본 연구에서는 신뢰와 공급업체 성과와의 관계에 있어 구매업체 비용절감 전략(장기적 비용기반 전략과 구매가격기반 전략)의 조절적 역할에 대해서도 살펴보았다.
[연구방법] 본 연구에서는 한국 B2B 기업의 구매담당자들 189명을 대상으로 구조화된 설문지를 활용하여 자기기입식 설문조사 방식으로 데이터를 수집하였으며, 거래특유투자, 신뢰(신용성과 호혜성), 공급업체 성과와의 관계 및 비용절감 전략의 조절적 역할을 확인하기 위해 구조방정식모형을 활용하였다.
[연구결과] 거래특유투자는 신뢰의 두 가지 차원(신용성과 호혜성)과 공급업체 성과에 모두 긍정적 영향을 미치는 것으로 나타났다. 또한, 신뢰와 공급업체의 기업성과와의 관계에서 장기적 비용기반 전략은 조절적 역할을 수행하는 것으로 확인되었다.
[연구의 시사점] 본 연구를 통해 B2B 맥락 하에서 공급업체와 구매업체들 간의 효과적인 관계유지 전략 개발을 위한 이론적, 실무적 시사점을 제공하였다.

다국어 초록 (Multilingual Abstract)

[Purpose] Although the importances of TSI have been increased, theoretical models and empirical research on the relationship between TSI and supplier performance have produced inconsistent results. In this context, the goal of this research to show the positive relationship between TSI, trust and supplier performance. Also, this research examines the moderating role of buyer’s cost reduction strategy(total cost based strategy or purchase price－based strategy).
[Methodology] Purchasing managers from B2B organizations in South Korea were surveyed using self－administered instrument for data collection. Responses were obtained from 189 purchasing managers. The proposed research model was estimated using structural equation modeling.
[Findings] This empirical research confirms that TSI directly influences trust, en route to supplier performance. When buyer’s total cost based strategy is employed, the relationship between credibility based trust and supplier performance grows stronger, whereas when the relationship between benevolence based trust and supplier performance is not getting stronger.
[Implications] This research present new insights for marketing managers in B2B context by suggesting that suppliers may maximize their performance if buyer use the total cost based strategy.

목차 (Table of Contents)

• 요약
• Ⅰ. 서론
• Ⅱ. 선행연구와 가설의 설정
• Ⅲ. 연구방법
• Ⅳ. 연구결과
• Ⅴ. 결론
• 참고문헌
• Abstract

참고문헌 (Reference)

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