중국시장에서 비즈니스 Guanxi와 장기지향성간의 관계 -환경 불확실성의 조절효과-
Business Guanxi and Long-Term Orientation in Chinese Market: The Moderating Role of Environmental Uncertainty
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정치-경제적 틀에 기초하여 채널 구조나 과정을 거시적인 외부 경제적 환경과 연결시키는 연구가 진행되어 온 반면에 상대적으로 제도나 법과 같은 외부 정치적 환경 요인은 관심을 받지 못해왔다. 본 연구에서는 중국시장에서 기업 간 관계마케팅의 핵심 개념이라 할 수 있는 꽌시가 기회주의적 행동이나 장기지향성에 미치는 효과와 더불어 제도적 환경에 의해 어떻게 조절되는가를 실증하는데 목적이 있다. 중국시장에서 외국기업과 거래하고 있는 86개의 기업을 대상으로 수집된 자료가 분석에 이용되었다. 계층적 회귀분석을 통해 분석된 결과, 꽌시는 장기지향성에 긍정적인 영향을 미치고 있는 것으로 나타났으며, 이러한 효과는 제도적 환경에 의해 감소하는 결과를 보여주었다. 꽌시가 기회주의적 행동에 미치는 주효과와 제도적 환경과의 상호작용 효과 모두 유의하지 않았으며, 제도적 환경의 주효과만 유의한 것으로 나타났다. 마지막으로 채널 마케팅에서 이 연구가 지니고 있는 시사점과 향후연구가 제시되었다
Abstract
In the past three decades, many scholars have assessed the implications of the macroenvironment for microdyadic channel structures and processes using the political economy framework. Marketing channels literature predominantly has used an efficiency-based task environment perspective and largely overlooked a legitimacy-based institutional environment approach in studying channel attitudes, behaviors, processes, and structures. The purpose of this article is to highlight the importance of the institutional environment and test the moderating role of the institutional environment between guanxi and relationship quality such as opportunistic behavior and long-term orientation in Chinese market. The data used to test the model were collected in a direct interview survey of firms in various indus- tries. Using hierarchical regression analysis, we assess the effects of guanxi on relationship quality and the moderating effects of institutional environment. The results show that guanxi significantly affects long-term orientation but is not significantly related to opportunistic behavior. We find that the institutional environment moderates the relationship between guanxi and long-term orientation. The article ends by suggesting managerial implications and the directions of future research.
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