Abstract: Drawing on self-determination theory and social exchange theory, this study examines the internal and external factors that drive suppliers’ pro-relational opportunism (PRO) and the impact of PRO on the long-term orientation of brand firms. Scenario-based experiments are conducted to test the hypotheses. The results indicate that inter-organizational identification, suppliers’ perceived alternativeness, and managers’ utilitarianism and relativism all promote suppliers’ PRO. The effects of inter-organizational identification and suppliers’ perceived alternativeness on suppliers’ PRO are influenced by the types of stakeholders. Utilitarianism and relativism enhance the relationship between inter-organizational identification and suppliers’ PRO, as well as the relationship between supplier’s perceived alternativeness and PRO. Supplier’s relationship performance partially mediates the association between suppliers’ PRO and brand firms’ long-term orientation. The findings of this study provide theoretical and managerial implications for enterprises to gain a rational understanding of PRO behavior.

Key words: supplier, pro-relational opportunism, multi-determinants, long-term orientation, brand firm