Dependence relations and the moderating role of trust: implications for behavioral intentions in marketing channels
Publisher© 1995 Published by Elsevier Inc.
AuthorAndaleeb, Syed Saad
MetadataShow full item record
CitationAndaleeb, S. S. (1995). Dependence relations and the moderating role of trust: implications for behavioral intentions in marketing channels. International Journal of Research in Marketing, 12(2), 157-172. doi:10.1016/0167-8116(94)00020-O
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.