绿色关注与企业绿色创新:高质量发展导向下数字商业模式场景研究

Green Concerns and Corporate Green Innovation:A Scenario Study of Digital Business Models inthe Context of Quality Development Orientation

高质量发展要求企业在转型升级中兼顾绿色和智能,如何在数字商业模式场景下推进企业绿色创新,对制造企业高质量发展具有重要意义。以刺激—有机体—反应(SOR)理论、商业模式理论为基础,构建基于数字商业模式的绿色创新战略实施概念模型,并运用计量经济学模型对2015—2020年294家制造业上市公司进行实证研究,探究绿色创新驱动机理,检验数字商业模式的调节作用,并采用多项式回归和响应面分析技术探究不同主体绿色关注的交互协同效应。结果表明:消费者绿色关注和零售商绿色关注能够显著促进企业绿色创新,而供应商绿色关注的影响不显著。数字商业模式能够正向调节绿色关注对绿色创新的影响。具体地,个性化定制水平正向调节消费者绿色关注对绿色创新的促进作用,网络化协同水平正向调节零售商绿色关注对绿色创新的促进作用,而对供应商绿色关注和绿色创新没有显著调节作用。消费者绿色关注和零售商绿色关注具有交互协同效应,能够显著促进绿色创新。平衡状态下,当二者处于双高水平时,企业绿色创新表现更好;非平衡状态下,二者孰高孰低对绿色创新的影响无差异。结论可丰富绿色创新驱动相关研究,有助于全面揭示数字商业模式下企业绿色创新机制,为企业绿色创新实践提供参考,从而推动制造业高质量发展。

Under the guidance of high-quality development of manufacturing industry,the transformation and upgrading of manufacturing enterprises should take into account green and intelligence.Technological innovation and digital technology are expected to promote green development and enable green manufacturing.However,at present,China's manufacturing industry lacks the motivation to implement green innovation and doesn't have a good innovation support system to provide effective support for resource integration.According to the stimulus-organism-response(SOR)theory,external green attention is an important way to increase the motivation for green innovation in enterprises.The digital business model portrays the business logic and basic principles of commercialisation using the advantages of digital technology,and can guide the implementation of green innovation strategies.Therefore,how to efficiently promote green innovation in the digital business model scenarios is worthy of discussion,and the organic match between the two is an inevitable choice for enterprises.At present,scholars have explored the drivers of green innovation based on institutional theory,resource-based theory and stakeholder theory,but most of the studies separate different subjects,and few scholars have explored the joint role of different subjects on green innovation,especially without specifying the state of their joint role;and most studies focus on the direct effect of different subjects on green innovation,and their conclusions have not yet reached an agreement,and they do not pay attention to the influence of other factors;therefore,it is necessary to explore the scenario factor of its mechanism of action.Business models,as a direct scenario,influence the choice of corporate strategy as well as business performance.In view of the lack of research on green innovation from the perspective of matching business models and strategies,this paper introduces digital business models and focuses on their moderating effect on the relationship between green concerns and green innovation.Given the above-mentioned research deficiencies and corporate practice background,this paper constructs a conceptual model of green innovation strategy implementation based on digital business models according to the stimulus-organism-response(SOR)theory and business model theory,and conducts an econometric model on 294 manufacturing listed companies from 2015 to 2020.The empirical study explores the driving mechanism of green innovation,examines the moderating role of digital business models,and uses polynomial regression and response surface analysis techniques to explore the interactive synergistic effects of green concerns of different subjects.The findings show that(1)consumer green concerns and retailer green concerns can significantly boost corporate green innovation,while supplier green concerns do not have a significant impact on corporate green innovation;(2)digital business models have a scenario moderation effect,specifically,personalisation positively modulates the contribution of consumer green concerns to green innovation,and networked collaboration positively modulates the contribution of retail green concerns to green innovation,and has no moderation effect on the relationship between supplier green concerns and green innovation;(3)green concerns of different subjects have interactive synergistic effects on corporate green innovation.In equilibrium,when both are at a high level,enterprises perform better in green innovation;in disequilibrium,when consumer green concerns are higher or lower than retailer green concerns,there is no significant difference in enterprises'green innovation performance.The incremental contributions of this paper are as follows.(1)From the perspective of matching digital business models with green innovation strategies,a conceptual model of green innovation strategy implementation based on digital business models is constructed for the first time,and it provides a new theoretical framework and an integrated research paradigm for the study of enterprises'green innovation mechanism.(2)Starting from the connotation of business model,the role of the scenario of digital business model is highlighted after analyzing the effect of green concern on driving green innovation in the framework of"green value proposition→green value creation→green value acquisition".In addition,the interactive synergy effect of green concern of different subjects is found,and it theoretically reveals the mechanism of green concerns of different subjects on green innovation in the digital business model.