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政大典藏 > College of Commerce > Department of International Business > Periodical Articles > Item 140.119/118875

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/118875

Title:	Always trust in old friends? Effects of reciprocity in bilateral asset specificity on trust in international B2B partnerships
Authors:	Liu, Yen-Hung Steven Deligonul, Seyda Cavusgil, Erin 邱志聖 Chiou, Jyh-Shen
Contributors:	國貿系
Keywords:	Interorganizational relationship management;Social exchange theory;Transaction cost analysis;Relationship duration;Reciprocity;Trust
Date:	2018-09
Issue Date:	2018-07-24 17:28:14 (UTC+8)
Abstract:	Grounded in Social Exchange Theory (SET), this study is motivated by two unresolved issues. First, scholars find mixed results on how relationship duration facilitates business-to-business (B2B) trust. The lack of consensus results from the assumption that relationship duration is a measure of prior trust-building efforts. We contend that trust-building lies in exchanges between B2B partners, and relationship duration moderates the effects of reciprocal exchanges. Second, although Transaction Cost Analysis (TCA) is one of the most used theoretical lens in the study of B2B trust, TCA is criticized for neglecting the exchange process in B2B trust-building. To provide clarity to these issues, we validate the expectation that bilateral asset specificity constitutes social exchange processes, which communicate goodwill reciprocity and equivalence reciprocity. Empirical findings suggest that, within bilateral asset specificity: (1) achieving goodwill reciprocity always enhances trust, regardless of the duration contingency; and (2) violating equivalence reciprocity impairs trust over the duration.
Relation:	Journal of Business Research,Volume 90, Pages 171-185
Data Type:	article
DOI link:	https://doi.org/10.1016/j.jbusres.2018.05.012
DOI:	10.1016/j.jbusres.2018.05.012
Appears in Collections:	[Department of International Business] Periodical Articles

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