This study aims to provide distributors with several implications on the channel strategy by testing factors which influence on the offsetting investment. Medium-sized distributor facing a relatively inferior power can cause profit vulnerability from large manufacurer's opportunistic behaviors. At the same time, we tested the relationship commitment to the relation with manufacturer as another alternative strategy taken by medium-sized distributer. For this research, samples from dealers in oil-petroleum refinery industry were selected and the data was collected using mail survey. The data was analyzed utilizing validity test, reliability test, factor analysis, correlation analysis and LISREL. The major analyzed results are as follows: First, the offsetting investment of preventing loss from manufacturer's opportunism didn't affect medium-sized distributor's sales empirically. Second, the hypothesis that the more the medium-sized distributor's transaction specific assets which they invest in the transactional relationship with manufacturer, the more the safeguard against the expected opportunism of manufacturer was not supported by the results. Third, the more use of coercive power by the manufacturer, the more increase in the perception of expected opportunism of manufacturer by the medium-sized distributor, it make stimulates offsetting investment as safeguard by medium-sized distributor and it has negative effect on developing commitment. Finally, the large manufactures dealing with a medium-sized distributor firm which had a reputation of fairness didn't make offsetting investment as a response for distributor's opportunism.

This study investigates the general applicability of the measurement scale for assessing channel-member performance for the supplier's view that was proposed by Kumar, and Achrol (1992). First, we attempted to examine whether the measurement-scale could be used without any change; the results from the initial data-analysis proposed that the scale needed a certain amount of a revision for further utilization. It seemed that the scale needed some adjustment for being applied to this study; their scale was developed with the data collected from the network of independent dealers handling multiple product items or multiple brands in the U.S. and Canada, while the data of this study were provided by a Korean car manufacturer having a dealer network selling and servicing only its own brand without ownership. Accordingly, we determined that it was necessary to develop a newly finalized performance-measurement scale revising Kumar et al.'s. During the data-analysis of the data resulted in a scale of fifteen items measuring three facets-financial performance, behavioral performance, and competence, each of which consisted of five items respectively. This empirically developed scale looked more valid for the situation of this study than the Kumar, Stern, and Achrol's which was composed of twenty-one items measuring seven facets--three items each.

The relationship-orientation is an important concept for understanding both of marketing theory and practice. However, not many research have focused on how to develop the relationship-orientation of end users. Therefore, the objective of this research is to confirm the key factors relevant to the relationship-orientation. This research studies(1) the transaction style of individuals, and (2) social influences on the relationship-orientation. Customers want to reduce the number of choice sets because of transaction style, including (1) efficiency of decision making, (2) simplification of information processing, (3) avoidance of future perceived risk, and (4) pursuit of cognitive consistency. Customers are influenced by social factors such as family members, reference groups, and opinion leaders. The following conclusions were drawn based on results of research analysis: (1) efficiency of decision making and avoidance of future perceived risk affect the relationship-orientation, and (2) influences of family members and opinion leaders to the focal relationship affect the relationship-orientation of individuals.

Private brands play an important role in formulating the marketing strategies of fashion goods. Merchandisers of Korean department stores are now realizing that the effective marketing of private brands can increase customers store loyalty as well as store profitability. Thus, it is important to better understand customer's decision making processes underlying the purchase of private brand apparels. However, Little research had been undertaken to examine integrated factors influencing purchases of private brand apparel. Therefore, the objective of this study is to propose a model of purchasing intentions of private brand apparel. This study pays attention to (1) perceived value, (2) familarity, (3) store image, (4) differenciated needs, (5) perceived risk, and (6) perceived quality variation of private brand. The proposed model supports all hypotheses presented in the paper. Purchase intentions of private brand increased as perceived money, familiarity, positive store image of private brands, and satisfaction of individuals differentiated needs increase. Furthermore, perceive value of private brand increased as perceived risk and quality variation of private brand increased.

This study is intended to help internet marketers by trying to segment consumer who had experience in buying clothing in internet shopping-malls. Concrete purpose of this study was 1)to segment by Buying Motives of Internet Clothing Buyer, 2) to identify demographic traits of segmented groups and 3) to identify buying behavior traits, internet shopping-mall choice criteria of segmented groups. The data of 500 respondents were collected by questionnaires in internet survey site. The results were as follows : 1) 5 factors; convenience, informational, hedonic, economic, easiness of refund were revealed by factor analysis, 2) 3 group types by buying motives; information-oriented, hedonic, convenience-oriented were identified by cluster analysis, 3) 3 groups were different in demographic traits, 4) goal-directed/experience-directed behavior and shopping-mall choice criteria of three groups were different. And then marketing implications were discussed.

The main purpose of this study is to develop a framework of knowledge management and knowledge management systems(KMS) for retail firms. The framework of knowledge management developed in this paper is based on six components: knowledge worker, KMS, leadership of CEO, knowledge management strategy, culture, evaluation and reward systems. The knowledge management process can be divided into four stages: preparation stage, initiation stage, expansion stage and completion stage. The major activities performed to implement effective knowledge management are also identified for each stage. The knowledge base of KMS for retail firms should store three types of knowledge: knowledge for management activity, knowledge for management activity, knowledge for strategic analysis, and knowledge for problem solving. Finally, the technical characteristics of KMS are also examined in terms of information technology.