Title Page
Contents
ABSTRACT 7
1. Introduction 8
2. Conceptual Background and Literature Review 9
2.1. Network Setting in Industrial Marketing Research 9
2.2. Network Openness 12
2.2.1. Second-order Effect of Network Openness 15
2.3. Network Norm of Obligation 17
2.3.1. Relational Norms in Industrial Marketing Research 17
2.3.2. Network Norm of Obligation 20
2.4. Transaction Specific Investments (TSI) 22
2.5. Opportunism 25
2.6. Technological Uncertainty 27
3. Hypotheses Development 30
3.1. Main Effects 30
3.1.1. The Impact of TSI on Performance 30
3.1.2. The Impact of Opportunism on Performance 31
3.1.3. The Impact of Technological Uncertainty on Performance 32
3.2. Moderating Effects 34
3.2.1. The Moderating Effects of Network Openness 34
3.2.2. The Moderating Effects of Network Norm of Obligation 39
4. Research Method and Results 42
4.1. Research Context 42
4.2. Measure Development 43
4.3. Measurement 44
4.4. Data Analysis and Results 48
4.4.1. Main Effects of TSIs, Opportunism, and Technological Uncertainty 48
4.4.2. Moderating Effects 49
5. Discussion 52
5.1. Research Implications 52
5.2. Managerial Implications 54
5.3. Limitations 55
References 56
국문초록 62
Table 1. Empirical Studies in Channel Relationships using Network Approach 14
Table 2. Selected Studies about Relational Norms in Channel Research 19
Table 3. Constructs and Measure Assessment 46
Table 4. Construct Intercorrelations 47
Table 5. Interconstruct Correlations and Square Root 48
Table 6. Results of Main Effects 49
Table 7. Moderating Effects of Network Openness 50
Table 8. Moderating Effects of Network Norm of Obligation 51
Figure 1. Conceptual Framework 29