Effects of Dependence and Trust on Channel Satisfaction,Commitment and Cooperation

ABSTRACT

Although researchers in the area of channel behavior have examined issues of dependence and trust on satisfaction, commitment and cooperation independently, the joint effects of dependence and trust on the listed dependent variates have received little attention in the literature. This study seeks to fill that void via an experiment conducted in Singapore. Extending on the work of Andaleeb (1996), an experimental design to create treatment groups with differing levels of dependence and trust was used to establish the relationships between the dependent and independent constructs. Research results highlight the important mediating effect of trust on dependence in determining attitudinal and behavioral outcomes. Specifically, all three dependent constructs were rated highly under conditions of high trust, regardless of the level of dependence, pointing to the overbearing influence of trust in shaping channel dynamics.