지각된 수출업자의 보상 능력이 호혜 및 거래성과 인식에 미치는 영향에 관한 연구

The Impact of Perceived Reward Ability of Exporter on Reciprocity and Performance Perception in Import-Export Relationships

Reciprocity in the importer-exporter relationship is one of the crucial factors of international business success towards maintaining successful longterm relationships. The purpose of this study is to investigate a possible antecedent of reciprocity, namely, importers’ perception of foreign exporter’s ability to reward. In this study, importers’ perception of foreign exporter’s ability to reward was hypothesized to be affected by satisfaction with the social and economic aspects of the relationship, and with perceived similarity. It was also hypothesized that importers’ perception of foreign exporter’s ability to reward increases reciprocity magnitude and decreases reciprocity asymmetry. Finally, it was postulated that reciprocity magnitude increases perceived performance outcomes, while reciprocity asymmetry decreases it. The research model was tested with a sample of 200 purchasing managers of industrial products from companies located in the U.S. The results showed that all the hypotheses were supported. Theoretical and managerial implications of this study are likewise discussed.