공동마케팅에서 전략적 제휴성과의 핵심선행요인에 관한 연구

A Study on Key Antecedent Factor of Co-Marketing Alliance Performance

&nbsp;&nbsp;The purpose of this study is to investigate the influences of alliance partner factors (transaction information and reputation about alliance partner) on alliance commitment, mutual effort for pursuing revenue, opportunism and alliance performance. In this study, a structural model and several hypotheses were developed regarding the relationships between alliance partner factor(transaction term, transaction records, reputation of alliance partner) and alliance performance that mediated by alliance commitment, mutual effort for pursuing revenue, and opportunism. Based on the collected data, the structural model was analyzed with Lisrel 8.30. And the moderating role of uncertainty of environment was analyzed with moderated regression.<BR>&nbsp;&nbsp;The results can be summarized as follows. First, as attractiveness of alliance partner factor increases, alliance commitment and mutual effort for pursuing revenue were increased, and opportunism was decreased. Second, as alliance commitment increases, and as opportunism decreases, the mutual effort for pursuing revenue was increased. Third, as alliance commitment and mutual effort for pursuing revenue increases, and as opportunism decreases, the perceived alliance performance was increased. And uncertainty of environment has a significant moderating effect between alliance partner factor and opportunism, but has not between alliance partner factor and alliance commitment and mutual effort for pursuing revenue.<BR>&nbsp;&nbsp;At the end of the paper, managerial implications and future research directions are discussed.