HOW MUCH WILLINGNESS TO SHARE INMORMATION AFFECTS SOCIAL EXCHANGE FACTORS IN SUPPLY CHAINS
14th International Academic Conference
Information sharing is crucial for supply chains to collaborate, improve their performance, and achieve competitive advantage. Some of this sharing is done automatically but normally it involves humans and their individual willingness to share information plays an important role. Currently, the application of sociological theories like social exchange theory (SET) is limited in the behavioral supply chain field. The purpose is to study the effect of willingness to share quality information by
... ty information by SET motivation factor like reciprocity in supply chains. A quantitative approach consisting of a cross-sectional survey of 387 respondents was used. An extensive moderation analysis in SPSS was carried out using Hayes Process tool to study the moderating role of willingness for reciprocity to share quality information. The techniques used were regression slopes analysis and John-Neyman approach to quantify moderation. The research showed when willingness is low, reciprocity plays a major role in information sharing quality, and when willingness is high, it strengthens the relationship of reciprocal relationship for information sharing quality. Our research thus brings a deeper insight into the human issues faced during information sharing in supply chains. 514 http://proceedings.iises.net/index.php?action=proceedingsIndexConference&id=9 1. Introduction: Information sharing is vital for supply chains (SC) to collaborate and improve their performance (Trkman et al., 2010). This sharing is partly automatic but it usually involves humans and their willingness to share might hamper information sharing and information quality (Fawcett et al., 2011). Social exchange theory (SET) is based on a cost-reward system that motivates humans to share (Emerson, 1976) and humans expect reciprocity once information is shared (Chen and Hung, 2010). In our conference paper, we share the initial results of our study on how willingness to share affects reciprocal relationship of SC partners for shared information and quality. The structure of this paper is as follows: we firstly briefly summarize the literature. Then we present the research design followed by moderation testing, data analysis and results. Main findings are discussed in the conclusion.