從「義利兩難」到「義利合一」：使命型儒商之心理機制

Discovering the Psychological Mechanismof Confucian Missionary Entrepreneurs toTranscend the Dilemma betweenInstrumental and Value Rationality

當代使命型儒商懷抱貢獻社會的理想，卻面臨資本主義激烈的市場競爭，他們究竟如何看待義利兩難之困境？本研究從心理學角度探討三位傑出使命型儒商的義利觀。結果顯示，依據「認知失調理論」，其心理結構潛在兩種認知失調：(1)相信人「義利兩需」，但要求自身動機「以義制利」；換言之，有利需卻抑利心，需求信念和動機價值觀之間失調；(2)要求自身動機「以義制利」，但在行為上卻「以義主利」；換言之，節制利心但必須採利行，動機價值觀和行為之間失調。

Just as capitalism brought about fierce market competition,contemporary Confucian missionary entrepreneurs face an intensedilemma between value and instrumental rationality. Few researchershave examined their inner conflict or explored mechanisms forachieving psychological consistency. We applied cognitive dissonancetheory and expectancy theory as a framework for evaluating ourqualitative research findings. We found that Confucian missionaryentrepreneurs tend to face cognitive dissonance between their values,beliefs, and behaviors. However, their native cultural belief system enables them to transcend the dilemma between value and instrumentalrationality, thereby achieving psychological consistency.