환경이 외식 산업 경로 전략에 미치는 영향과 신뢰의 변화에 관한 연구

• 영문명: Effects of Environment on Channel Strategies & Effects of Strategies on Trust
• 발행기관: 한국외식경영학회
• 저자명: 박영일(Park Young Il) 나정기(Na Jung Ki)
• 간행물 정보: 『외식경영연구』9권 1호, 237~257쪽, 전체 21쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2006.03.31

영문 초록

The objective of this study is to empirically study what buyer's environmental factors(munificence and dynamism) effect on buyer's opportunism and relational norms(solidarity. mutuality and flexibility) And how buyer's opportunism and relational norms effect on buyer' trust to sellers in Korean foodstuff industry. The results from multiple regression analysis suggest as follows: 1) Buyer's side environmental munificence has positive effects on buyer's opportunism 2) The relationship between buyer's side relational norms and environmental variables(munificence and dynamism) is not supported 3) Buyer's side relational norms have positive effects on buyer's trust. 4) The relationship between buyer's side opportunism and buyer's trust is not supported. Finally, the results of this study indicate that buyer's environmental munificence related to his opportunism in Korea foodstuff industry. Further study will need more comparative research focus on relationship between buyers and suppliers in Korean foodstuff industry.

목차

ABSTRACT

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구 방법

Ⅳ. 연구 결과

Ⅴ. 결론

참고문헌

키워드

Environment Opportunism Relational Norms Trust