전략적 제휴에서 인지된 위험, 통제, 신뢰의 통합적 관계에 관한 실증적 연구 : E-비지니스 산업을 중심으로

초록

In this study, we propose and verify a comprehensive and integrated framework of perceived risk, control, and trust in strategic alliances of E-businesses. To examine the relationships between perceived risk, control, and trust in detail, we divide each construct into key dimensions. Perceived risk can be considered separately as relational risk and performance risk, according to the potential for opportunistic behavior on the part of both firms. Control can be classified into process control, social control, and output control. Trust consists of goodwill trust and competence trust. We infer that process control reduces relational risk by regulating the conduct of partners, and social control does so by encouraging the partner firm to lay out reasonable goals for the alliance. Output control may help to direct the attention of alliance managers to key performance measures. The results show that while relational risk is positively related to both process control and social control, performance risk is positively related to output control. In addition, from our data, we can conclude that control and trust function as complements.

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