 Opportunism in buyer–seller relationships: Some unexplored antecedentsBohyeon Kang and Rupinder P. Jindal Journal of Business Research, 2015, vol. 68, issue 3, 735-742 Abstract: Opportunism is recognized as a key factor that can affect the quality of relationship between buyers and sellers. However, there is a relative lack of research in the antecedents of opportunism. This paper draws upon transaction cost economics and relationship marketing paradigms to propose a conceptual framework involving six potential antecedents. Data from 270 franchisees in a Korea based franchise system is used to test the hypotheses. Results from a structural equation model show that the conflict in a relationship significantly increases franchisee opportunism. Furthermore, conflict mediates the effects of other antecedents in the framework which include alternative attractiveness, goal incongruity, unfairness, transaction-specific investments, and termination cost. The study provides theoretical and managerial insights into understanding and controlling opportunism. Keywords: Opportunism; Buyer–seller relationships; Structural equation modeling (SEM); Business-to-business marketing; Relationship marketing; Transaction-cost economics (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:68:y:2015:i:3:p:735-742 DOI: 10.1016/j.jbusres.2014.07.009 Access Statistics for this article Journal of Business Research is currently edited by A. G. Woodside More articles in Journal of Business Research from Elsevier |
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