Understanding Perspectives of Intermediaries in Export Markets: A Cognitive Appraisal Approach

• 영문명: Understanding Perspectives of Intermediaries in Export Markets: A Cognitive Appraisal Approach
• 발행기관: 한국무역학회
• 저자명: 신준호(Joon-Ho Shin) 최창범(Chang-Bum Choi) 권재현(Jae-Hyun Gwon)
• 간행물 정보: 『Journal of Korea Trade (JKT)』Vol.28 No.4, 1~32쪽, 전체 32쪽
• 주제분류: 경제경영 > 무역학
• 파일형태: PDF
• 발행일자: 2024.06.30

국문 초록

Purpose - This paper employs cognitive appraisal theory to investigate the relationship between exporters and intermediaries with the use of perceived fairness as the primary appraisal, self-efficacy as the secondary appraisal and long-term orientation as the response. Design/Methodology - This paper employed a survey design to establish the relationship between perceived fairness and its effect on self-efficacy, specifically in the context of the long-term orientation of distributors’. The survey used a five-point Likert scale to measure the extent of participants’ agreement with the statements. The partial least squares structural equation modeling (PLS-SEM) approach was used to analyze the proposed model to assess both the measurement model’s validity and the estimation of structural coefficients. Findings - The study highlights the mediating role of self-efficacy in the relationship between perceived fairness and long-term orientation. It also shows that the confidence of intermediaries in their abilities creates a stronger long-term orientation, meaning that perceived fairness has a positive effect on their commitment through its effects on self-efficacy. This means that when intermediaries feel that they are being treated fairly in their transactions with exporters, they build up their self-efficacy beliefs, and this makes them be more committed to the relationship. Furthermore, the results indicate that the relationship between perceived fairness and long-term orientation depends on the level of self-efficacy. Originality/value - By considering the mediating and moderating effect, exporters and intermediaries can better tailor their strategies to enhance the long-term orientation between them. Also, exporters and intermediaries can improve their strategies and interventions to develop positive and sustainable relationships.

목차

1. Introduction

2. Literature Review and Hypothesis Development

3. Methodology

4. Discussion and Conclusion

References

키워드

Cognitive Appraisal Theory Exporter-Intermediary Relationship Perceived Fairness Self-Efficacy Long-Term Orientation