Reciprocal exchange in rural communities: Consumers' inducements to inshop

Abstract

Although consumer -retailer exchange behavior has been studied for many years, its treatment has not accounted for factors relating to reciprocal exchange intentions. This article defines reciprocity as the degree to which individuals expect cooperative action, and places reciprocity within the overall framework of consumer -retailer market exchange. In addition, it presents results of an exploratory study of rural consumers' reciprocal intentions to shop with local retailers, indicating that levels of satisfaction with interpersonal reciprocity have greater influence than moral, social, or economic motives. This study also suggests that social desirability, as a bias, is strongly linked to rural consumers' responses.

Entrepreneurial orientation and social capital as small firm strategies: A study of gender differences from a resource-based view

“…Reciprocity contributes to social capital through network members who amass favors, which can be called upon as resources when needed (Portes & Sensenbrenner, 1993). Miller and Kean (1997) refer to community reciprocity as an expected exchange between local consumers and local retailers. They found that local consumers were more likely to shop with local retailers when those retailers expressed a high level of support for the community.…”

“…Reciprocity is measured using a five item scale, three items from Miller and Kean (1997), achieving a reliability of 0.85, and Frazier (2000, unpublished data) who reported a reliability of 0.87. Each item was measured on a seven-point Likert scale anchored from "strongly disagree" to "strongly agree".…”

The personal norm of reciprocity

“…The norm prescribes that one should help those who have helped him/her in the past and retaliate against those who have been detrimental to his/her interests. Reciprocity has been used in social psychology to explain a wide range of phenomena, such as attitude change (Cialdini, Green, & Rusch, 1992), intimacy in close relationships (Surra & Longstreth, 1990), interpersonal perception (Kenny, Bond, Mohr, & Horn, 1996), altruism (Krebs, 1975), aggression (Robarchek & Robarchek, 1998), cooperation (Komorita & Parks, 1999), intergroup interactions (Goren & Bornstein, 1999), consumer shopping (Miller & Kean, 1997), restaurant tipping (Rind & Strohmetz, 1999), and gift giving (Cialdini, 1988).…”

Developing a model of reciprocity in the importer–exporter relationship: The relative efficacy of economic versus social factors

“…Reciprocity involves mutual exchange of favors and is characterized by mutual reinforcement and help by the two parties (Gouldner, 1960;Miller & Kean, 1997).…”

“…We define reciprocity as the mutual exchange of helping behaviors between importers and exporters. Reciprocity in exchange relationship facilitates bonds between exchange partners and reflects caring intention for the well being of exchange partners (Houston & Gassenheimer, 1987;Miller & Kean, 1997).…”