The purpose of this study is to investigate the impact of "relativity in perception" upon the behavioral dimensions(e.g. sources of power, conflict, satisfaction, etc) in the marketing channel.
Past studies that empirically investigate behavioral dimensions of channels of distribution measured the behavioral constructs as if they are absolutely rather than relatively perceived by the channel members.
However, we are apt to perceive phenomena "relatively" (e.g., even if the same rewards are given to the persons, they perceive the rewards differently because they face different states of things(e.g., social status, environment, etc.).
Therefore, as the relations between constructs in the marketing channel can be changed by the state of things faced, the concept of "relativity in perception" should be included.
In this study, besides considering the new concept of relativity, some important hypotheses in the marketing channel will be replicated under the Korean situation.
Data are collected through mail questionnaires from 400 franchisees. The statistical techniques used in this study are reliability test, correlation analysis, regression analysis, and t-test.
Further researches are needed to extend the research field and to validate the research questions on wider sample bases.
