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Purchaser perceptions of early phase supplier relationships: The role of similarity and likeability

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  • Nagel, Duane M.
  • Giunipero, Larry
  • Jung, Hyeyoon
  • Salas, Jim
  • Hochstein, Bryan

Abstract

We investigate trust formation in the understudied area of early-phase relationship and its effects on the selection of purchaser-supplier governance. The theoretical framework underlying the research draws on purchaser/supplier relationships, swift/affective trust formation, social exchange theory, and transaction cost analysis to develop the hypotheses. This study is the first to provide insights into early phase relationships and demonstrate that purchaser-supplier similarity and supplier’s likeability are significantly related to purchaser trust in suppliers. In particular, similarity has a stronger positive relationship with trust than supplier likeability. The combined results of a field study and a scenario-based experiment offer strong evidence that suppliers’ similarity and likeability play a key role in forming early trust and governance selection.

Suggested Citation

  • Nagel, Duane M. & Giunipero, Larry & Jung, Hyeyoon & Salas, Jim & Hochstein, Bryan, 2021. "Purchaser perceptions of early phase supplier relationships: The role of similarity and likeability," Journal of Business Research, Elsevier, vol. 128(C), pages 174-186.
    • Handle: RePEc:eee:jbrese:v:128:y:2021:i:c:p:174-186
    DOI: 10.1016/j.jbusres.2021.01.026
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