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The impact of buyer dependence on buyer opportunism in buyer–supplier relationships: The moderating role of relational norms
Author(s) -
Joshi Ashwin W.,
Arnold Stephen J.
Publication year - 1997
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/(sici)1520-6793(199712)14:8<823::aid-mar5>3.0.co;2-g
Subject(s) - opportunism , psychology , extant taxon , purchasing , social psychology , microeconomics , business , marketing , economics , market economy , evolutionary biology , biology
The impact of buyer dependence on opportunism against the supplier is examined in this research. Extant literature provides support for both a positive and an inverse relationship between these constructs. In this research, these competing predictions are subsumed under a more general model where the effect of dependence on opportunism is moderated by the level of relational norms present in the buyer–supplier relationship. Results of an experiment with purchasing managers and one replication provide support for the hypotheses that (a) dependence and opportunism will be positively related under low relational norms, and (b) dependence and opportunism will be inversely related under high relational norms. © 1997 John Wiley & Sons, Inc.