永續發展導向提升數位轉型意願：通過數位協作以建立相對優勢

本研究建立概念性研究架構並且實證評估永續發展導向、利用數位化協作以提升海運經營業者的相對優勢。使用結構化問卷收集臺灣146家海運港口運營商、航運公司、航運代理和承攬運送業的數據，並使用驗證性因素分析（CFA）確定永續發展導向、數位化協作、相對優勢的主要構面，以提升海運業者的數位轉型意願。透過結構方程模型（SEM）來檢驗研究假設。我們確認，永續發展導向對於數位化協作有顯著正向影響，這又有助於提高組織在數位化轉型中的相對優勢和意願。最後本研究討論了理論貢獻和管理意涵，希望有助於海運相關業者的數位轉型。

This paper presents a study utilizing a conceptual framework empirically to evaluate the advantages which can be obtained by developing an orientation towards sustainability, using new opportunities to collaborate digitally, and attempting to transform maritime operations. This study used a structured questionnaire to gather data from 146 shipping operators including port operators, shipping companies, shipping agencies, and shipping dimensions of sustainability orientation, digital collaboration, relative advantage, and digital transformation intention in these organizations. A structural equation model (SEM) was then used to test the study’s research hypotheses. We confirm that sustainability orientation and digital collaboration had a positive impact on relative advantage. Moreover, digital collaboration and relative advantage had a positive impact on shipping organization's intention to undergo digital transformation. Theoretical contributions and managerial implications are presented to help maritime operators to transform their digital operations.