Promoting and Inhibiting Factors on Information Sharing between Buyers and Sellers

유통경로 내 구매자와 판매자 간 정보공유의 촉진요인과 억제요인

This study has investigated the effects of promoting and inhibiting factors on information sharing between buyers and sellers in Korean distribution industry. Based on intensive literature reviews, eight promoting factors(satisfaction, relational norms, trust, commitment, fairness, formalization, participation, transaction specific investment) and five inhibiting factors(opportunism, environmental uncertainty, conflict, concentration, monitoring) were included in the research model. For the purpose of empirical testing, 320 respondents of retailers in Korea were surveyed and the analysis utilizing structural equation model indicated that satisfaction, relational norms, trust, commitment, fairness, formalization, and participation had positive effects on information sharing. And concentration and monitoring had negative effects on it. However transaction specific investment, opportunism, conflict, and environmental uncertainty had no significant effects.