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Korean Retailers' Dependence Level: The Impact of Power Sources, Satisfaction, Conflict, and Long-Term Orientation

김유경|우종필|Dawn Thorndike Pysarchik
한국마케팅과학회 (Korean Scholars of Marketing Science)|2008.03|Journal of Global Scholars of Marketing Science(마케팅과학연구) (全球营销科学学报)|제18권 제1호|pp. 81-114

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초록

The purpose of this study was to analyze how economic factors (economic satisfaction, economic conflict) and non-economic factors (non-economic satisfaction, non-economic conflict) differentially influence Korean retailers’ long-term orientation with manufacturers, and how they are influenced by manufacturers’ power sources under different levels of retailer dependence. After Korean retailers were divided into high and low dependence groups, path differences between the two groups were compared. The results suggested that manufacturers’ coercive and non-coercive power sources do not differentially influence high and low dependence retailers’ economic and non-economic satisfaction, and economic and non-economic conflict. However, the economic satisfaction of low dependence retailers more strongly affects their long-term orientation than that of high dependence retailers. Also, the economic conflict of highly dependent retailers more strongly affects their long-term orientation as compared to low dependence retailers. Finally, the impact of non-economic conflict negatively influences a long-term orientation for both retailer groups.

Abstract

The purpose of this study was to analyze how economic factors (economic satisfaction, economic conflict) and non-economic factors (non-economic satisfaction, non-economic conflict) differentially influence Korean retailers’ long-term orientation with manufacturers, and how they are influenced by manufacturers’ power sources under different levels of retailer dependence. After Korean retailers were divided into high and low dependence groups, path differences between the two groups were compared. The results suggested that manufacturers’ coercive and non-coercive power sources do not differentially influence high and low dependence retailers’ economic and non-economic satisfaction, and economic and non-economic conflict. However, the economic satisfaction of low dependence retailers more strongly affects their long-term orientation than that of high dependence retailers. Also, the economic conflict of highly dependent retailers more strongly affects their long-term orientation as compared to low dependence retailers. Finally, the impact of non-economic conflict negatively influences a long-term orientation for both retailer groups.

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