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The objective of this study is to explore the antecedents of buyer's commitment in buyer-supplier relationships of B2B product-service. The major components of this study are based on literature reviews of commitment in inter-firm collaboration and relationship marketing. The antecedents of buyer's commitment consist of four types: product-service characteristics, supplier characteristics, relationship characteristics, environment characteristics. There have been not research on all of the four types, while researches related with few antecedents have been studied in abundance. 348 usable responses are collected through the web-based survey of manufacturing firms in Korea. To test hypotheses, multiple regression analysis is used via SPSS 19.0. The result suggests that all of the antecedents have significant impacts on the buyer's commitment. Specifically, trust and satisfaction have the most strong positive effects on buyer's commitment. However, flexibility, relationship investment, and uncertainty have not significant effects on buyer's commitment.
The objective of this study is to explore the antecedents of buyer's commitment in buyer-supplier relationships of B2B product-service. The major components of this study are based on literature reviews of commitment in inter-firm collaboration and relationship marketing. The antecedents of buyer's commitment consist of four types: product-service characteristics, supplier characteristics, relationship characteristics, environment characteristics. There have been not research on all of the four types, while researches related with few antecedents have been studied in abundance. 348 usable responses are collected through the web-based survey of manufacturing firms in Korea. To test hypotheses, multiple regression analysis is used via SPSS 19.0. The result suggests that all of the antecedents have significant impacts on the buyer's commitment. Specifically, trust and satisfaction have the most strong positive effects on buyer's commitment. However, flexibility, relationship investment, and uncertainty have not significant effects on buyer's commitment.
