Working Paper Series
The Impact of Inequity, Relationship-Technology Fit, and Trust on Conflict
Posted June 2015
Talai Osmonbekov, Ph.D.
Associate Professor of Marketing
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.