Determinants of Partner Opportunism in Distribution Channels: Relational Learning as a Control Mechanism

유통경로 구성원 간 파트너 기회주의의 결정요인과 통제기조로서의 관계학습

The purpose of this study is to investigate determinants of partner opportunism in Korean discount store distribution channels. In addition, this study also try to examine moderating role of relational learning in the relationship. This study deals with transaction specific investment asymmetry, mutual hostages, payoff inequity, cultural diversity, and goal incompatibilities as determinants of partner opportunism. For empirical testing, 293 respondents of suppliers of discount store in Korea were surveyed and the analysis utilizing partial least square model indicated that TSI asymmetry, payoff inequity, and goal incompatibilities had positive effects on partner opportunism. On the other hand, mutual hostages had negative effect on partner opportunism. In addition, relational learning had moderating effect on the relationship between TSI asymmetry, mutual hostages, and payoff inequity and partner opportunism.