以價值星群網絡探討綠色餐廳之價值傳達與共創

Abstract

隨著綠色意識的提高，越來越多綠色餐廳開始出現。在臺灣大多數綠色餐廳屬於中小型企業，由於其普遍採取具環境永續之綠色實踐，使其網絡相對一般餐廳更為複雜。因此本研究採用學者Normann及Ramirez在1993年提出的「價值星群」 (value constellation) 概念，探討綠色餐廳與其利益關係角色之價值互動影響過程，並使用價值共創理論研究最終共同創造之價值。價值星群概念能更具體地理解整個產業價值系統，特別是在相關角色關係十分複雜的情況下。現有文獻尚未有使用價值星群、價值共創概念探討綠色餐廳。本研究主要研究目的包括: (1) 歸納不同綠色餐廳之價值主張與價值星群網絡；(2) 探究綠色餐廳價值星群網絡相關角色間之影響與關係；(3) 歸納價值星群角色之價值傳達與接收；(4) 整合綠色餐廳與價值星群不同角色之價值共創。本研究採用個案研究方法論中的多個案研究，並使用階段式訪談。第一階段透過半結構式深度訪談結合情境破壞式訪談法訪談三間被列入第三方綠色餐廳名單且營運超過三年之綠色餐廳，並建構出價值星群。第二階段透過半結構式深度訪談從價值星群之不同角色對價值傳達與共創進行研究，共訪談六位供應商、十二位消費者以及四位員工。訪談資料分析使用主題分析法處理訪談資料。研究結果呈現綠色餐廳主要提供健康、環境、社會三種價值。消費者感知價值中包含了餐廳最本質的餐點食物價值。主要傳遞價值方式為實體環境裝潢擺設以及服務人員介紹溝通。價值接收方面三種不同角色對於綠色餐廳的價值主張能夠感受，然而在綠色餐廳與供應商的合作中，價值傳遞在實際合作中更為具體非僅限於抽象理念。綠色餐廳之價值共創不僅帶來了美食享受、知識傳遞以及價值觀轉變，形成了一個共同創造價值的現象。Green consumerism has been a new trend in the hospitality industry in recent years. While the values and motivations of consumers have been extensively studied, few attempts have been made to investigate the influence and interaction between green restaurant operators and customers. The objectives of this study are: (1) to summarize the value propositions and value constellation networks of various green restaurants, (2) to explore the influences and relationships among roles within the value constellation network of green restaurants, (3) to identify the value delivery and reception among roles within the value constellation, and (4) to integrate the value co-creation processes among different roles within green restaurants and their value constellations. The research findings involve that green restaurants primarily offer three types of value: health, environmental, and social value. Consumers' perceived value includes the intrinsic value of the restaurant's food. The primary means of value delivery are through the physical environment, including decoration and furnishings, as well as communication via staff introductions and interactions. The reception in all three roles perceive the value propositions of green restaurants. However, in collaborations between green restaurants and suppliers, value delivery becomes more tangible and extends beyond abstract concepts. The value co-creation in green restaurants not only brings about culinary enjoyment, knowledge dissemination, and shifts in values but establishes a phenomenon of shared value creation. These findings contribute to the literature on the value concepts of green restaurants in Taiwan.