契约完备性对机会主义行为、多层次交易成本和关系终止意愿的影响:选择吸引力的调节作用

IF 3.7 3区 管理学 Q2 BUSINESS European Journal of Marketing Pub Date : 2023-07-04 DOI:10.1108/ejm-01-2022-0022
H. Yi, Minkyung Lee, Fortue Edem Amenuvor
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引用次数: 0

摘要

本研究定位于控制研究的范围,探讨事前契约完备性对机会主义行为和事后交易成本的影响,同时评估它们如何影响关系终止意愿。本研究旨在探讨替代性吸引力对交易成本与关系终止意愿之间关系的调节作用。设计/方法/方法从211家安装和运行外包自动售货机的韩国公司收集的数据进行分析,并用于验证研究的理论和实证贡献。研究结果表明,合同完整性对主动机会主义和被动机会主义都有负面影响。研究结果仅依赖于外包公司和运营外包自动售货机的公司的数据。研究还发现,主动机会主义对议价成本和监控成本都有正向影响,而被动机会主义对适应不良成本有直接正向影响,对监控成本有负向影响。研究进一步发现,讨价还价成本和适应不良成本对关系终止意愿都有正向和直接的影响,而监控成本对关系终止意愿有负向影响。此外,我们还观察到,替代吸引力调节议价成本与关系终止意愿之间的关系,以及适应不良成本与关系终止意愿之间的关系。本研究表明,契约完备性可以作为一种重要的事前控制机制,而两种类型的机会主义会提高交易成本。此外,替代吸引力被认为是交易成本对关系终止意愿影响的驱动因素。原创性/价值本研究的出发点在于考察了替代吸引力在交易成本与关系终止意愿关系中的调节作用。本文还通过强调合同完备性在减少商业关系(特别是外包公司)中机会主义(主动和被动)的发生方面所起的关键作用,推进了控制文献。
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Effects of contractual completeness on opportunistic behaviors, multilevel transaction costs and relationship termination intention: the moderating effect of alternative attractiveness
Purpose This study which is positioned in the ambit of control research investigates the impact of ex ante contractual completeness on opportunistic behaviors and ex post transaction costs, while assessing how these affect relationship termination intention. This study aims to examine alternative attractiveness as a necessary moderator of the nexus between transaction cost and relationship termination intention. Design/methodology/approach Data gathered from 211 companies in South Korea that have installed and run outsourced vending machines are analyzed and used to validate the study’s theoretical and empirical contributions. Findings The findings, which rely only on data from companies that outsource and those that run outsourced vending machines, show that contractual completeness negatively affects both active and passive opportunism. The study also discovers that active opportunism positively affects both bargaining costs and monitoring costs, whereas passive opportunism has a positive and direct effect on maladaptation costs but a negative effect on monitoring costs. It further finds that both bargaining and maladaptation costs have positive and direct effects on relationship termination intention, while monitoring costs have a negative effect on the same. Furthermore, it is observed that alternative attractiveness moderates the relationships between bargaining costs and relationship termination intention, as well as maladaptation costs and relationship termination intention. Practical implications This study demonstrates that contractual completeness can serve as an important ex ante control mechanism, whereas the two types of opportunism can raise transaction costs. Furthermore, alternative attractiveness is identified as a driver of the impact of transaction costs on relationship termination intention. Originality/value A key point of the departure of this study is that it examines the moderating role of alternative attractiveness in the relationship between transaction cost and relationship termination intention. The paper also advances the control literature by emphasizing the critical role that contractual completeness plays in reducing the occurrence of (both active and passive) opportunism in business relationships (especially companies that outsource).
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来源期刊
CiteScore
6.90
自引率
13.60%
发文量
126
期刊介绍: The EJM is receptive to all areas of research which are relevant to marketing academic research, some examples are: ■Sustainability and ethical issues in marketing ■Consumer behaviour ■Advertising and branding issues ■Sales management and personal selling ■Methodology and metatheory of marketing research ■International and export marketing ■Services marketing ■New product development and innovation ■Retailing and distribution ■Macromarketing and societal issues ■Pricing and economic decision making in marketing ■Marketing models
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