A Trust Model in a Distributor-Supplier e-Partnership: The Mediating Role of Perceived Risk

다국어 초록 (Multilingual Abstract)

Some researches insist that, to participate in an e-partnership, a distributor needs a given level of trust to reduce the perceived risk of an e-partnership to his/her own threshold. However, other researches insist that if a distributor has only a given level of trust in his/her suppliers, irrelevant of the perceived risk level, he/she participates in the e-partnership. Thus, from the perspective of a distributor, this study built a trust model in which these two viewpoints were reflected. And then this study examined whether or not perceived risk mediates an influence of trust to e-partnership. The proposed trust model was tested with 265 questionnaires about a distributor-supplier e-partnership in food wholesale markets. The analysis results indicated that perceived risk partially had a mediating effect between trust and e-partnership intention. That is, of the two risk types, only perceived performance risk mediated an influence from competence trust to e-partnership intention. Relational risk did not play a mediating role between goodwill trust and e-partnership intention. This result implies two managerial meanings. First, a distributor intends to engage in e-partnership with his/her supplier, irrelevant of relational risk's level if goodwill trust level surpasses his/her own threshold. Thus, suppliers should concentrate more effort in developing goodwill trust than in reducing relational risk. To develop goodwill trust, they should endeavor to establish mutual interests and individual trust with their distributor, and to utilize institutional trust bases. Second, a distributor requires a certain competence in his/her suppliers to sufficiently reduce performance risk caused by e-partnership. Thus, to develop competence trust in e-partnership, suppliers should improve on any lack of competence and build a good reputation.

참고문헌 (Reference)

1 de Man, A.P., "e-Partnering: Moving Bricks and Mortar Online" 20 (20): 329-339, 2002

2 McKnight, D.H., "While Trust is Cool and Collected, Distrust Is Fiery and Frenzied: A Model of Distrust Concepts" 883-888, 2001

3 Tabachnick, B.G., "Using Multivariate Statistics (4th ed.)" Harper Collins 2001

4 Wu, A.D., "Understanding and Using Mediators and Moderators" 87 (87): 367-392, 2008

5 Nooteboom, B., "Trust, Opportunism and Governance: A Process and Control Model" 17 (17): 985-1010, 1996

6 Das, T.K., "Trust, Control, and Risk in Strategic Alliances: An Integrated Framework" 22 (22): 251-283, 2001

7 Gallivan, M.J., "Trust, Control and the Role of Interorganizational Systems in Electronic Partnerships" 13 (13): 159-190, 2003

8 Cheung, C., "Trust in Internet Shopping: A Proposed Model and Measurement Instrument" 681-689, 2000

9 Lewicki, R.J., "Trust and Distrust: New Relationships and Realities" 23 : 438-458, 1998

10 Stewart, K.J., "Transference as a Means of Building Trust in World Wide Web Sites" 459-464, 1999

11 Ajzen, I., "The Theory of Planned Behavior" 50 : 179-211, 1991

12 Lancastre, A., "The Relationship between Buyer and a B2B E-marketplace: Cooperation Determinants in an Electronic Market Context" 35 : 774-789, 2006

13 Langfield-Smith, K., "The Relations between Transactional Characteristics, Trust and Risk in the Start-up Phase of a Collaborative Alliance" 19 : 344-364, 2008

14 Kollock, P., "The Production of Trust in Online Markets" 16 : 99-123, 1999

15 Pavlou, P.A., "The Nature and Role of Feedback Text Comments in Online Marketplaces: Implications for Trust Building, Price Premiums, and Seller Differentiation" 17 (17): 392-414, 2006

16 Baron, R.M., "The Moderator- Mediator Variable Distinction in Social Psychological Research: Conceptual, Strategic, and Statistical Considerations" 51 (51): 1173-1182, 1986

17 Shaltoni, A.M., "The Measurement of e-Marketing Orientation (EMO) in Business-to-Business Markets" 39 : 1097-1102, 2010

18 Barber, B., "The Logic and Limits of Trust" Rutgers University Press 1983

19 Lee, S., "The Impact of Partnership Attributes on EDI Implementation Success" 41 (41): 506-516, 2005

20 Chang, H.H., "The Impact of Online Store Environment Cues on Purchase Intention: Trust and Perceived Risk as a Mediator" 32 (32): 818-841, 2008

21 McKnight, D.H., "The Impact of Initial Consumer Trust on Intentions to Transact with a Web Site: A Trust Building Model" 11 (11): 297-323, 2002

22 Morgan, R., "The Commitment- Trust Theory of Relationship Marketing" 58 : 20-38, 1994

23 Lages, L.F., "The B2B-RELPERF Scale and Scorecard: Bringing Relationship Marketing Theory into Business-to-Business Practice" 37 (37): 686-697, 2008

24 Adobor, H., "Strategic Partnering in e-Commerce: Guidelines for Managing Alliances" 42 (42): 67-76, 2002

25 Wang, S., "Signaling the Trustworthiness of Small Online Retailers" 18 (18): 53-69, 2004

26 Kotha, S., "Reputation Building and Performance: An Empirical Analysis of the Top-50 Pure Internet Firms" 19 (19): 571-586, 2001

27 Liu, Y., "Relationship Stability, Trust and Relational Risk in Marketing Channels: Evidence from China" 37 : 432-446, 2008

28 Delerue, H., "Relational Risks Perception in European Biotechnology Alliances: The Effect of Contextual Factors" 22 (22): 546-556, 2004

29 Gefen, D., "Reflections on the Dimensions of Trust and Trustworthiness among Online Consumers" 33 (33): 38-53, 2002

30 Zucker, L.G., "Production of Trust: Institutional Sources of Economic Structure, 1840 ～1920" 8 : 53-111, 1986

31 Hair Jr., J.H., "Multivariate Data Analysis (5th ed.)" Prentice Hall Inc. 1998

32 Parkhe, A., "Messy Research, Methodological Predispositions and Theory Development in International Joint Ventures" 18 (18): 227-268, 1993

33 Novak, T.P., "Measuring the Customer Experience in Online Environment: A Structural Modeling Approach" 19 (19): 22-42, 2000

34 Song, J., "Internet Market Strategies: Antecedents and Implications" 43 (43): 222-238, 2006

35 Bensaou, M., "Inter-- organizational Relationships and Information Technology: A Conceptual Synthesis and a Research Framework" 5 : 84-91, 1996

36 Pavlou, P.A., "Institution-based Trust in Interorganizational Exchange Relationships: The Role of Online B2B Marketplaces on Trust Formation" 11 : 215-243, 2002

37 Kim, K., "Initial Trust, Perceived Risk, and the Adoption of Internet Banking" 537-543, 2000

38 McKnight, D.H., "Initial Trust Formation in New Organizational Relationships" 23 (23): 473-490, 1998

39 Bhattacherjee, A., "Individual Trust in Online Firms: Scale Development and Initial Test" 19 (19): 211-242, 2002

40 Brynjolfsson, E., "Frictionless Commerce? A Comparison of Internet and Conventional Retailers" 46 (46): 563-585, 2000

41 Luhmann, N., "Familiarity, Confidence, Trust: Problems and Alternatives. in: Trust: Making and Breaking Cooperative Relations" Basil Blackwell 94-107, 1988

42 Moorman, C., "Factors Affecting Trust in Market Research Relationships" 57 : 81-101, 1993

43 Judd, C.M., "Estimating and Testing Mediation and Moderation in Within-subject Designs" 6 (6): 115-134, 2001

44 Grabner-Kräuter, S., "Empirical Research in On-line Trust: A Review and Critical Assessment" 58 (58): 783-812, 2003

45 Hart, P.J., "Emerging Electronic Partnerships: Antecedents and Dimensions of EDI Use from the Supplier's Perspective" 14 (14): 87-111, 1998

46 Gefen, D., "E-commerce: The Role of Familiarity and Trust" 28 (28): 725-737, 2000

47 Zaheer, A., "Does Trust Matter? Exploring the Effects of Interorganizational and Interpersonal Trust on Performance" 9 (9): 141-159, 1998

48 Ganesan, S., "Determinants of Long-term Orientation in Buyer-Seller Relationships" 58 (58): 1-19, 1994

49 Lopez-Nicolas, C., "Customer Knowledge Management and E-commerce: The Role of Customer Perceived Risk" 28 (28): 102-113, 2008

50 Keh, H.T., "Corporate Reputation and Customer Behavioral Intentions: The Roles of Trust, Identification and Commitment" Industrial Marketing Management 2008

51 Jarvenpaa, S.L., "Consumer Trust in an Internet Store: A Cross- Cultural Validation"

52 Jarvenpaa, S.L., "Consumer Trust in an Internet Store: A Cross- Cultural Validation" 5 (5): 1999

53 Forsythe, S., "Consumer Patronage and Risk Perceptions in Internet Shopping" 56 (56): 867-875, 2003

54 Pavlou, P.A., "Consumer Acceptance of Electronic Commerce: Integrating Trust and Risk with the Technology Acceptance Model" 7 (7): 101-134, 2003

55 Liu, C., "Beyond Concern: A Privacy-trust-behavioral Intention Model of Electronic Commerce" 42 : 127-142, 2004

56 Leisen, B., "Antecedents and Consequences of Trust in a Service Provider: The Case of Primary Care Physicians" 57 : 990-999, 2004

57 Cho, J., "An Integrated Model of Risk and Risk-reducing Strategies" 59 (59): 112-20, 2006

58 Wu, I., "An Extension of Trust and TAM Model with TPB in the Initial Adoption of On-line Tax: An Empirical Study" 62 : 784-808, 2005

59 Wixom, B.H., "An Empirical Investigation of the Factors Affecting Data Warehousing" 25 (25): 17-41, 2001

60 Kim, D.J., "A Trust-based Consumer Decision-Making Model in Electronic Commerce: The Role of Trust, Perceived Risk, and Their Antecedents" 44 : 544-564, 2008

61 Cho, V., "A Study of the Roles of Trusts and Risks in Information-oriented Online Legal Services Using an Integrated Model" 43 (43): 502-520, 2006

62 Das, T.K., "A Risk Perception Model of Alliance Structuring" 7 (7): 1-29, 2001

63 Yousafzai, S.Y., "A Proposed Model of E-trust for Electronic Banking" 23 : 847-860, 2003

64 Kim, E., "A Model of Customers’ Trust in E-Businesses: Micro-Level Inter-Party Trust Formation" 48 (48): 88-104, 2007