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Comparison of the Effects of Giving Gift and Relational Investment on Reciprocity Likelihood in B2B Context in Taiwan
Proceedings of the 3rd Annual International Conference on Management, Economics and Social Development (ICMESD 17)
External relationships are required for running businesses. While rooting on Western management theories to run their businesses, Taiwanese business managers are also affected by Chinese culture, such as giving gift to maintain other's face during business negotiation. Hence, it is interesting to know and compare the effects of these two conducts on business partners' reciprocity likelihood(RL). A structural model was tested with data collected from 125 questionnaires. The results show thatdoi:10.2991/icmesd-17.2017.99 fatcat:gdmnypbulfcerdlgnhuiytvade