This study aims to examine the drivers and impact of et-moone on relational governance within B2B relationships in the Arab Asian region. Building on commitment and trust theory, this study proposes how et-moone could be driven by IT-enabled interactions during the COVID-19 pandemic. Data were collected using an online questionnaire survey from the food, pharmaceutical, detergent and sterilizer industries in Jordan and Saudi Arabia. A two-stage structural equation modelling approach was used to test the model. The results largely support the significant impact of et-moone predictors. A strong and significant relationship was also found between et-moone and relational governance. This study expands the theoretical horizon of et-moone by considering a new driver (i.e., IT-enabled interactions) and its consequences in terms of relational governance. The outcomes of the current study also make contributions for both practitioners and researchers who are interested in socio-cultural values (i.e., et-moone) in Arabic countries. An in-depth discussion on the above is presented in the subsections on theoretical and practical implications.

本研究旨在研究 et-moone 对阿拉伯亚洲地区 B2B 关系中的关系治理的驱动因素和影响。本研究以承诺和信任理论为基础，提出了在 COVID-19 大流行期间如何通过 IT 支持的交互来驱动 et-moone。数据是使用来自约旦和沙特阿拉伯的食品、制药、洗涤剂和消毒剂行业的在线问卷调查收集的。采用两阶段结构方程建模方法对模型进行检验。结果在很大程度上支持 et-moone 预测因子的显着影响。在 et-moone 和关系治理之间也发现了一种强大而重要的关系。本研究通过考虑新的驱动因素（即 IT 支持的交互）及其在关系治理方面的后果，扩展了 et-moone 的理论视野。当前研究的结果也为对阿拉伯国家的社会文化价值观（即 et-moone）感兴趣的从业者和研究人员做出了贡献。在有关理论和实践意义的小节中对上述内容进行了深入讨论。