Applying Theory Of Reasoned Action To Explain Inter-Firm Cooperation: Empirical Evidence From Vietnamese Enterprises

Abstract

Inter-firm cooperation has received attention in recent years due to its benefit. However, little has been studied about the role of behavior intention and process by which affects cooperation behavior. From studying influencing factors which come from environmental and organizational sets, the paper will draw clear picture about the determinants of inter-firm cooperation. Based on research survey from Vietnamese enterprises, the results have confirmed the mediator role of cooperation intention which is the heart of theory of reasoned action (TRA) in making inter-firm cooperation. The results also revealed the effect of partners trust and government direction on this type of relationship. The interesting finding has stemmed from the role of relationship benefit and social influences on inter-firm behavior. The former and the later have impacted on inter-firm behavior in different ways.

Integrated View of Inter-Firm Cooperation: An Empirical Study in Tourism Region

“…Importantly, a customer will not develop an intention to build a relationship with particular firm if he/she receives no perceived value (Kumar et al, 2003). Nguyen (2011) finds that firms who expect much of relationship performance have higher probability of inter-firm cooperation. Equally, Bagozzi and Warshaw (1990) state that desires are sufficient motivators to start behavioural intention when self-efficacy exists.…”

“…They can be expectation of success (Bagozzi & Warshaw, 1990), perceived usefulness (Davis, 1986), and relationship benefit (Morgan & Hunt, 1994). Firm can engage in inter-firm relationship in order to achieve specific goals/rewards (Deci & Ryan, 1987;Huybers & Bennett, 2003;Nguyen, 2011) or perceived desirability (Krueger et al, 2000).…”

“…Hence, the construct of subjective norms in the study is assessed from two perspectives: injunctive norm and descriptive norm using three items. One of the injunctive norm measurements was adapted from Nguyen (2011). The study develops the remains on the foundations of Conner andMcMillan (1999), andOkamuro (2007).…”

“…Three items, adapted from Nasco et al (2008);Beritelli (2011) andNguyen (2011), were used to measure cooperative intention of executive/owner. This construct presents adequate reliability (α=0.84).…”

“…Scholars have conducted various studies to explain the nature of inter-firm relationship (Anderson & Narus, 1990;Close & Kukar-Kinney, 2010;Kennedy et al, 2001;Morgan & Hunt, 1994;Nguyen & Rose, 2009;Nguyen, 2011). They revealed the antecedents of this relationship such as trust or commitment.…”