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수입업자의 공동목표 추구수준이 수출입관계에 대한 윤리지향성과 신뢰에 미치는 영향에 관한 연구: 가치유사성과 자국중심주의의 조절효과를 중심으로

The effect of importer’s allocentrism on ethics orientation and trust in import-export relationships: The moderating effects of value similarity and nationalism

유병희|이현민
한국국제경영학회 (Korean Academy of International Business)|2014.11|국제경영연구 (International Business Journal)|제25권 제4호|pp. 83-116|DOI http://dx.doi.org/10.14365/ibj.2014.25.4.4

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참고문헌

키워드

신뢰nationalismtrust자국중심주의공동목표 추구수준(allocentrism)윤리지향성(ethics orientation)가치유사성allocentrismethics orientationvalue similarity
주제분류경영학

초록

성공적인 수출입 거래를 위하여 기업들 간 윤리적이고 신뢰 있는 관계 형성이 더욱 중요해지고 있다. 본 연구는 교환관계 이론에 근거하여 수출입 거래 관계에 대한 신뢰(trust)와 윤리지향성(ethics orientation)의 형성요인으로서 공동목표 추구수준(allocentrism)의 영향을 검증하고자 하였다. 이 연구에서 공동목표 추구수준은거래 기업들이 상호 공유하고 있는 공동의 목표를 개별 기업 목표에 우선시 하는 정도를 의미한다. 아울러 다문화 관리 관점에 근거하여, 공동목표의 추구수준이 거래 관계의 질에 미치는 영향이 수출입업자들의 가치유사성과자국중심주의에 따라 조절됨을 검증하고자 하였다. 최근 해외 수출입 경험이 있는 미국 수입업체 구매결정권자 200명의 응답 자료가 데이터로 사용되었다. 데이터 분석 결과 수입기업 구매담당자의 공동목표 추구수준은 파트너사에 대한 윤리지향성과 신뢰에 정(+)의 영향을 미치는 것으로 나타났다. 또한 지각된 가치유사성이 높을수록 그리고 자국중심주의가 낮을수록, 공동목표 추구수준이 윤리지향성을 더욱 강화하는 것으로 검증된 반면, 공동목표 추구가 신뢰에 미치는 영향력은 문화적 요인들의 조절효과 없이 일관되게 긍정적인 것으로 나타났다. 이러한 연구결과는 수출입 거래 담당자들의 공동목표구축 및 그 실현을 위한 노력은 파트너사에 대한 윤리적 태도 및 신뢰형성에 효과적임을 의미한다. 또한 거래 관계에 대한 윤리적 태도는 가치유사성 향상 및 자국중심주의 감소 등 문화차원의 관리적 노력이 동반될 때 더욱효과적으로 증대됨을 제시한다. 이러한 연구결과를 토대로 관계패러다임에 근거한 수출입성과 연구 흐름에 이론적, 실무적 시사점을 제공 하였다.

Abstract

This research reports a study examining the impact of allocentrism in the internationalbuyer-seller relationships. In particular, we study the effects of allocentrism on ethicsorientation and trust. Allocentrism in this study refers to the impoter’s willingness toachieve mutual goals being shared between buyer-seller relationship. We posit thatallocentrism has positive influences on ethics orientation and trust. Value similarityand nationalism are hypothesized to moderate the effects of allocentrism on ethicsorientation and trust. We posit that allocentrism has greater impacts on ethics orientationand trust in relationships with high value similarity than low value similarity. It isalso hypothesized that allocentrism has greater impacts on ethical orientation and trustin relationships with low nationalism than high nationalism. To test these hypotheses,we conducted a survey involving a sample of purchasing managers (n=200) who haverecently purchased products from suppliers overseas. The study results confirmedthat allocentrism has positive influences on ethics orientation and trust. The findingsof this study also indicated that the effect of allocentrism on ethics orientation ismoderated by value similarity and nationalism. Allocentrism increases the importer's ethics orientation and trust to the relationship. Thus, exporters should make proactive efforts to share mutual goals with key importersto facilitate ethical and trustful business relationships. It is also important to increaseperception of value similarity between the parties and to reduce nationalism throughsystematic employee training programs. Theoretical and practical implications of thisstudy are discussed.

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