Aw. Joshi et Sj. Arnold, THE IMPACT OF BUYER DEPENDENCE ON BUYER OPPORTUNISM IN BUYER-SUPPLIERRELATIONSHIPS - THE MODERATING ROLE OF RELATIONAL NORMS, Psychology & marketing, 14(8), 1997, pp. 823-845
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 t
his research, these competing predictions are subsumed under a more ge
neral model where the effect of dependence on opportunism is moderated
by the level of relational norms present in the buyer-supplier relati
onship. Results of an experiment with purchasing managers and one repl
ication provide support for the hypotheses that (a) dependence and opp
ortunism will be positively related under low relational norms, and (b
) dependence and opportunism will be inversely related under high rela
tional norms. (C) 1997 John Wiley & Sons, Inc.