臺日兩國零售商以虛實融合執行企業社會責任之比較研究-以便利商店為例

Abstract

隨著消費者道德意識提升，加上數位科技推波助瀾，新型態的企業 社會責任執行方式隨之產生。本研究針對臺灣、日本的零售商進行跨國 比較分析，探討兩國零售企業如何透過虛實融合策略來實施企業社會 責任。這項研究主要藉由文件分析法以及多重個案設計的研究方法，針 對日本與臺灣的全家便利商店、統一超商作為研究的個案，進行深入探 討和分析。這項研究的目的不僅在於臺灣和日本的零售業如何執行，更 深入瞭解零售企業如何有效地將虛實融合策略應用在實施的過程中。 本研究聚焦於比較臺、日兩國便利商店，對於永續發展項目和企業 社會責任的實施上異同之處，並考慮兩國將虛實整合應用於其企業社 會責任的執行模式。研究結果顯示，臺灣、日本兩國零售業因數位轉型 進程不同，因在達成相同永續發展目標時，會有執行方式上的差異。 臺灣轉型速度較快，兩家研究標的皆藉由會員 APP，從企業個別執行 企業社會責任轉向與消費者共同合作。此外，本研究發現企業在虛實融 合模式下能夠加深消費者與企業的連結，衍伸出網路外部性，促使更多 消費者共同參與，實現永續發展的正向循環。 此外，本研究發現應用虛實融合策略能夠更有效率協助零售商達成 永續發展目標，在追求經濟利益的同時，也能達到社會與環境的可持續 發展。本研究不僅對於零售業者在策略運用上提供重要的參考，也對於 學術研究提供實踐與應用的新視角。

As consumer ethical consciousness expands due to the swift advancement of digital technology, new modalities of Corporate Social Responsibility (CSR) have emerged. This research conducts retailers in Taiwan and Japan through a cross- national comparative study, exploring how they incorporate CSR through the Online Merge Offline (OMO) strategy. Utilizing document analysis and multiple case studies featuring FamilyMart and 7-Eleven in both nations, the research aims to understand not only how the retail sectors implement CSR, but also how they effectively utilize OMO in their execution. The study focuses on comparing retail enterprises in Taiwan and Japan, particularly in terms of their different approaches to sustainable development initiatives and CSR implementation, while considering how each country incorporates the OMO strategy into their CSR execution models. The results indicate that due to different digital transformation progression, retailers in both countries have varying execution methods for achieving the same sustainable development goals. Taiwan''s transformation is relatively rapid, with both investigated subjects utilizing member apps to transition from individually executed CSR to a cooperative effort with consumers. Additionally, the research finds that under the OMO model, businesses can enhance their connection with consumers, generating network externalities that encourage greater consumer participation and a positive cycle towards sustainable development. Moreover, the research suggests that the use of the OMO strategy can more effectively assist retailers in achieving their sustainable development goals, thereby achieving social and environmental sustainability while pursuing economic benefits. This study not only provides critical references for retail industry practitioners in strategy application, but also offers a new perspective for academic research in terms of practical application.