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J4  2013, Vol. 10 Issue (5): 678-    DOI:
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Empirical Researches on the Relationship between Transaction Attributes and Alliance Governance of Alliance——Moderating Effect of Society Trust in China
ZHAO Yanling,LONG Yong
Chongqing University, Chongqing, China

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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.
Key wordsalliance      asset specificity      governance structure of alliance      contractual complexity of alliance      trust     
Received: 06 April 2012     
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