服務主導邏輯下共同生產、吸收能力與群體迷思對聯盟成效之影響：聯盟夥伴相似性是否重要？

Co-production, Absorptive Capacity, Groupthink, and Alliance Outcomes Through Service-dominant Logic: Does Partner Similarity Matter?

本研究以服務主導邏輯解析聯盟夥伴相似性與聯盟成效之關聯性。在策略聯盟績效愈發受到關注的今日，本研究強調共同生產在聯盟夥伴相似性與聯盟績效中扮演的重要角色，並進一步發掘吸收能力以及群體迷思迥異之成效意涵，我們認為吸收能力與群體迷思不僅於模型中扮演聯盟夥伴相似性與聯盟成效間的中介角色，此兩變數亦同時具備類干擾作用之效果，得以強化或弱化共同生產對聯盟成效的影響效果。研究假說採用結構方程模型及迴歸方程式來進行驗證。結果顯示，首先，共同生產的確扮演著重要的中介角色且能提升聯盟成效。其次，聯盟夥伴相似性對於聯盟成果的影響會取決於吸收能力以及群體迷思的效果。此外，吸收能力不但能提高聯盟成效表現，亦能強化共同生產對聯盟成效的影響效果。相反的是，群體迷思不僅負向影響聯盟成效，亦會弱化共同生產及聯盟成效之間的關係。

This study attempts to shed light on the relationship between partner similarity and alliance outcomes through use of service-dominant logic. As interest in alliance performance has grown in recent years, this study extends existing literature by highlighting the alliance performance implications of co-production, absorptive capacity, and groupthink under partner similarity considerations, while also emphasizing the positive and negative determinants of alliance outcomes. We argue that absorptive capacity and groupthink both act as mediators of the relationship between partner similarity and alliance outcomes, and serve as quasi moderators between co-production and alliance outcomes. We found general empirical support for the following hypotheses: First, alliance outcomes can be promoted through co-production; second, partner similarity simultaneously affects co-production, absorptive capacity, and groupthink; third, absorptive capacity positively affects alliance outcomes and significantly increases the influence of co-production on alliance outcomes. In contrast, groupthink negatively affects alliance outcomes and significantly reduces the influence of co-production on alliance outcomes.