유통경로 구성원 간 신뢰의 영향요인 - 한국 IT기업과 중국 수출거래선

The Factors Affecting Trust between Distribution-Channel Members: Korean IT Firms and Their Chinese Export-Transaction Partners

&nbsp;&nbsp;This study investigates what factors affect the trust between distribution-channel members, especially those between Korean IT firms and their Chinese export-transaction partners. This study suggests that the factors affecting trust include reputation, size, expertise, length of the relationship, communication, satisfaction with previous outcome and the experience of conflict episodes.<BR>&nbsp;&nbsp;Data was collected through a survey of 128 Korean IT firms which have export-transaction relationships with Chinese buyers. Data strongly supports the research hypotheses. As hypothesized, the results of date analysis show that reputation, communication, and satisfaction with previous outcome tend to enhance trust. In addition, we notice that trust seems to decrease as the experience of conflict episodes increases. The hypotheses regarding size, expertise, and length of the relationship are not supported.