A study on Decision Antecedents of Management Mechanisms for Advertisers toward Advertising Agents? A Complementary Research between Agency Theory and Transaction Cost Perspective

It proved the types of inter-organizational management mechanisms are corresponding to intra-organizational control types. Besides, the research finds the management mechanisms are not substitute for each other.

Advertisers always make use of them complementally. The research analyzed the antecedents of adverting management mechanisms by one-way ANOVA, finding there are five influential factors of advertising management. When advertisers recognize the high level of the difficulty of measuring output, and agents opportunistic behavior, the advertisers will incline toward using behavior management mechanisms.