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장기적 수출입 관계를 위한 호혜 관리 방안- 거래 기간의 조절 효과를 중심으로

The Effects of Reciprocity Magnitude, Reciprocity Asymmetry, and Value Similarity on Relationship Commitment: The Moderating Role of Relationship Duration

유병희|이동진|옥주리
한국국제경영학회 (Korean Academy of International Business)|2008.03|국제경영연구 (International Business Journal)|제19권 제1호|pp. 29-54

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참고문헌

키워드

Reciprocity호혜relationship duration관계 기간value similarity가치 유사성
주제분류경영학

초록

해외 무역 파트너와의 호혜적 거래 관계는 장기적인 거래 관계를 이루기 위해서는 필수적인 요소이다. 본 연구에서는 수출입 관계에 있어서의 호혜의 규모(reciprocity magnitude), 호혜의 비대칭성(reciprocity asymmetry), 그리고 가치 유사성(value similarity)이 수출입 관계에 대한 수입업체의 거래 관계에 대한 몰입(relationship commitment)에 미치는 영향을 실증 조사하였다. 수입 업체를 대상으로 한 설문 결과, 이들이 해외 무역 파트너와의 거래 관계에서 호혜 규모와 가치 유사성은 관계 몰입에 정(+)의 영향을 미치는 반면, 호혜의 비대칭성은 관계 몰입에 부(-)의 영향을 미치는 것으로 나타났다. 본 연구의 국제 무역 거래에서의 실무적 시사점은 거래 기업 간 주고받은 호혜의 규모와 비대칭성이 거래 기간에 따라 차별적으로 관리되어야 한다는 것이다. 구체적으로 단기적 거래에서는 호혜의 비대칭성과 가치 유사성이 관계 몰입에 더 영향을 미치는 반면, 장기적 거래에서는 호혜의 규모를 늘리는 것이 관계 몰입에 더 큰 영향을 미친다.

Abstract

This research reports a study examining factors affecting relationship commitment. Specifically, we posit that value similarity and magnitude of reciprocity have a positive influence on relationship commitment while asymmetry of reciprocity has a negative influence on relationship commitment. We also posit that relationship commitment is highly influenced by value similarity and reciprocity asymmetry especially in the early stage of the relationship while relationship commitment is highly influenced by reciprocity magnitude in the later stage of the relationship. We conducted a survey to test these hypotheses involving a sample of purchasing managers who have recently purchased products from suppliers overseas. The study was successful in providing support for most of our hypotheses.

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