한국 수출기업의 인센티브가 해외 수입대리인의 역할수행에 대한 만족도에 미치는 영향

초록

The purpose of the study is to investigate whether monetary and non-monetary incentives paid to exporters influence the level of compliance and tendency to behave opportunistically. As one of the most common ways to export one’s products overseas is to establish relationships with foreign agents, numerous research has aimed to identify types of incentives to motivate foreign agents to bring the most efficient outcomes. Stemming from previous studies, this research hypothesizes that the type of incentives affects exporter’s level of compliance, and tendency to act opportunistically which determine the level of exporter’s satisfaction on foreign agency role performance. Data was collected from 196 Korean exporters, and the findings suggest that exporters should actively engage in providing non-monetary incentives to their agents to motivate importers to comply with exporter’s rules. Conversely, agents tend to act more opportunistically when they receive monetary incentives only. These phenomena lead to the conclusions that the satisfaction level of foreign agency role performance is improved when non-monetary incentives are actively in place, and at the same time, foreign agent’s level of compliance and opportunism play mediating roles.

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