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Abstract This study serves to develop a conceptual model composed of Transaction Attributes (asset specificity) and alliance governance (contractual complexity of alliance(ACC)), using governance structure of alliance(GSA) as a mediator and trust as moderators. By software SPSS17.0 and AMOS18 tests and analyses the conceptual model. Findings of the study show that relationship between asset specificity and ACC are positive, and GSA mediates the relationship between asset specificity and ACC, trust negatively moderates the relationship between asset specificity and ACC, negatively moderates the relationship between asset specificity and GSA, and negatively moderates the relationship between GSA and ACC.
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Received: 06 April 2012
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2013, Vol. 10 
