Dependence relations and the moderating role of trust: implications for behavioral intentions in marketing channels

Abstract

This paper examines how the behavioral intentions of channel members are likely to be moderated by trust perceptions when dependence is high or low. An experimental research methodology using a 2 × 2 factorial design was employed in a contrived marketing channel. Data were collected in two stages; first from business-school students in a behavioral laboratory and subsequently from managers representing an array of firms. The results indicate the important role of trust in explaining intentions to cooperate, exert controls, and adopt a strong influence stance in a buyer-seller dyad. Dependence also influenced intent to corporate and willingness to adopt a strong stance but had no effect on intentions to exert controls.