This study aims to examine the role that satisfaction plays between positive alter egos (i.e. commitment and trust) and negative alter egos (i.e. conflict and opportunism) in buyer and seller partnerships.
A theoretical model is tested from data sets of seller and buyer business-to-business (B2B) partnerships in Taiwan. Data analysis was conducted using SPSS 28.0 for descriptive statistics and AMOS 28.0 for structural equation modeling.
The measurement and structural models display convergent, discriminant and nomological validity and reliability in the tested alter ego theoretical model of antecedents and postcedents to satisfaction.
The alter ego research model contributes theoretically and practically to literature and practice. It supports the structural properties, formalizing the nomological framework. Importantly, it is supported in both buyer-and-seller B2B partnerships at the same time, which has not been done previously in existing research.
It provides a platform of reduced troubles and uncertainties for buyers and sellers as the durability of the B2B partnerships may increase. It plays a role in priorities with the other party as well, and more time may be invested in the B2B partnerships by the parties.
The alter ego theoretical model tested in seller–buyer B2B partnerships provides arguments for bridging positive and negative alter egos through the mediator role of satisfaction in B2B relations. This model enhances our understanding of business relationships by integrating both positively and negatively loaded concepts. It effectively contextualizes the interplay between beneficial factors like trust and commitment alongside detrimental ones such as opportunism and conflict.
