Research On Safeguarding Of Transaction-Specific Assets Investments On Distributor's View

Channel members often make transaction-specific investment to improve efficiency andheterogeneity advantage of marketing channel for given transaction relationship. For instance,suppliers pay exhibiting expenses for their distributors, or distributors trains their employeeespecially to their suppliers' product line. These investments has an irremovable characteristic,in another word, once relationship terminate the investor will pay transfer cost. Investor, whowas locked in transaction relationship, will be threatened by opportunism from channelpartner, so he must safeguard their transaction-special investment. In transaction cost analysis,the method of safeguarding transaction-special investment is vertical integration, which needsthe investor having considerable scope, and small distributor didn't have that, so we shoulddevelop adaptive method for small distributor to safeguard transaction-special investment.Firstly, the article reviews the corresponding studies of the safeguarding oftransaction-specific investment and the rationale of interdependence theory in the existingliterature. Under this foundation we construct our models: Bring interdependence theory tooriginal Transaction Cost Analysis for safeguarding transaction-specific investment.Distributors can develop supplier's long-term orientation by making offsetting investment,which changes distributor's place of unilaterally depend the supplier because of theirtransaction-specific investment. It makes the safeguarding to transaction-specific investmentcome true. Secondly, this paper employs empirical study to finish the research. We developand correct an original research scales, make research design and data collection. At last, weanalysis data by multi-regression, and validate the theory framework and hypothesis.The results indicate that offsetting investments can improve distributor's ability in itself,and increase supplier's dependence on him. Balanceable interdependence relationships are infavor of developing supplier's long-term origination, which moderate transaction-specificinvestment's negative effect on supplier's long-term origination, decrease supplier'shortsighted actor which behave opportunism, and efficiently safeguard the transaction-specific assets investment.