WPS 15-01: The Impact of Inequity, Relationship-Technology Fit, and Trust on Conflict

Posted: Tuesday, June 23rd 2015 at 4:55 AM

Title:

The Impact of Inequity, Relationship-Technology Fit, and Trust on Conflict

Author:

Talai Osmonbekov, Ph.D.
Associate Professor of Marketing
NAU-FCB


Abstract

Abstract E-business technology is playing an important role in manufacturer-reseller relationships. This research focuses on the behavioral aspects of technology deployment in channels of distribution. The paper examines the impact of inequity, relationship-technology fit, and trust on the key relationship variable of conflict. The data was collected from the resellers and multiple regression analysis was used to test the hypotheses. The results of the empirical test suggest that technology-relationship affects conflict indirectly by reducing perceived inequity and inequity directly increases conflict. Trust influences conflict both directly and indirectly by lowering perceived inequity. The paper briefly discusses the implications of these findings for practicing managers.

Keywords: inequity, relationship-technology fit, conflict, trust

WPS 15-01 June 2015

PDF of working paper HERE.



Categories: working paper series working paper series 2015 2015 summer 2015 faculty the impact of inequity, relationship-technology fit, and trust on conflict wps 15-01 talai osmonbekov