When and How Does Supplier Opportunism Matter for Small Retailers' Channel Relationships with the Suppliers?

Abstract

This study examines the moderating influences of power‐dependence structure and environmental volatility on the relationships between supplier opportunism and its outcomes. Data were collected from 102 small retailers using a mail survey. The results of multiple regressions indicate that supplier opportunism decreases small retailer credibility/benevolence and long‐term orientation. Further, the findings show that the lower the small retailer dependence, the stronger the negative influences of supplier opportunism on small retailer long‐term orientation. Finally, the lower the environmental volatility, the stronger the negative influences of supplier opportunism on small retailer credibility/benevolence and its long‐term orientation. Marketing implications and recommendations are provided.

Notes

1 AVE and composite reliability were also calculated for both small retailer dependence and environmental volatility by performing CFA separately.

Additional information

Notes on contributors

Jae‐eun Chung

Jae‐Eun Chung is an Assistant Professor in the Department of Consumer and Family Sciences at Sungkyunkwan University.