The Efficiency-oriented and Value-oriented Route in the Value-building Framework of Green Businesses

綠色企業價值建立架構中的效率導向路徑與價值導向路徑

陳澤義(Tser-Yieth Chen) ； 吳雪伶(Hsueh-Ling Wu) ； 林思妤(Ssu-Yu Lin)

《管理與系統》 28卷2期 (2021/04) Pp. 157-194

https://doi.org/10.29416/JMS.202104_28(2).0002

摘要

This study develops how green business builds the value via an efficiency-oriented route and a value-oriented route, respectively. The efficiency-oriented route starts with business resource integration, which expresses how a green business maximizes its resource efficiency to obtain appropriate value-in-use (economic value) via user experience. The value-oriented route starts with green shared value, which expresses how a green business seeks to the cooperative contribution of consumers and businesses that is created to obtain reciprocity value (social value) via green trust. We surveyed 525 customers who purchased environment-friendly products in Taiwan. This empirical study employed structural equation modeling and found that the value-oriented route has a greater influence on the reciprocity value. This path indicates that the green shared value has the strongest positive effect on green trust, which positively influences the reciprocity value.

關鍵字

Business Resource Integration ； Value-In-Use ； Green Shared Value ； Green Trust ； Reciprocity Value

並列摘要

本研究分別研究綠色企業如何通過以效率為導向的路徑，和以價值為導向的路徑來創造價值。以效率為導向的路徑係從企業資源整合開始，它說明綠色企業如何最大化其資源效率，從而透過使用者經驗來獲得適當的使用價值（經濟價值）。以價值為導向的路徑則是從綠色共享價值開始，它說明綠色企業如何尋求消費者和企業的合作貢獻，而通過綠色信任以獲得互惠價值（社會價值）。我們調查525名在臺灣購買綠色環保產品的消費者，實證研究採用結構方程式建模。實證結果發現價值導向路徑對於互惠價值的影響較大。該路徑表明，綠色共享價值對綠色信任具有最強的正向影響作用，對於互惠價值亦有正向的影響。

並列關鍵字

企業資源整合 ； 使用價值 ； 綠色共享價值 ； 綠色信任 ； 互惠價值

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