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The Research on Relationship Stability and Retailer Perceived Opportunistic Behavior——The Direct Effectiveness and Supplier Commitment's Indirect Effectiveness |
LIU Yi, CAO Ying |
Xi'an Jiaotong University, Xi'an, China |
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Abstract The direct and indirect effects of the relative stability on the opportunistic behavior of the perception from retailers were examined. 160 pairs of the relations between suppliers and their retailers at household electrical trade in China were surveyed through the questionnaire to test the conceptual structure modes and the hypotheses. Two conclusions were given:(1)The opportunistic behavior of the perception from the suppliers could be receded directly by favorable attitude of the relation between the suppliers and retailers; this behavior could also be receded indirectly by through enhancing suppliers' loyalty commitment or reducing their plotted ones;(2)The length of the relation effects the opportunistic behavior of the perception from the retailers a little, but could strength the opportunistic behavior through suppliers' enhancing their loyalty commitment or receded the opportunistic behavior by suppliers' reducing their plotted commitment.
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Received: 10 June 2005
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