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Perceptual difference of dependence and trust in marketing channel: reconsideration of dependence measurement

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  • Fang Jia

    (Shenzhen University)

  • Zhilin Yang

    (China University of Mining and Technology
    City University of Hong Kong)

Abstract

In dyadic business relationships, different levels of interdependence can form which, in turn, develop various levels of trust. We propose and test the three aspects of interdependence—mutual dependence, dependence asymmetry, and perceived difference of dependence. This empirical study of 300 mobile phone supplier–retailer dyads in China reveals that the three aspects of interdependence affect interfirm trust in different ways. Channel members’ perceived receipt of partners’ supporting behavior mediates the relationships. Mutual dependence and perceived difference of dependence enhances perceived support and trust, while dependence asymmetry exerts a negative effect on perceived support and trust.

Suggested Citation

  • Fang Jia & Zhilin Yang, 2021. "Perceptual difference of dependence and trust in marketing channel: reconsideration of dependence measurement," Asian Business & Management, Palgrave Macmillan, vol. 20(1), pages 78-104, February.
    • Handle: RePEc:pal:abaman:v:20:y:2021:i:1:d:10.1057_s41291-019-00077-z
    DOI: 10.1057/s41291-019-00077-z
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    References listed on IDEAS

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