從「義利兩難」到「義利合一」：使命型儒商之心理機制

Discovering the Psychological Mechanism of Confucian Missionary Entrepreneurs to Transcend the Dilemma between Instrumental and Value Rationality

10.6254/2017.47.305

周佳敏(Sophia C. Chou)；鄭伯壎(Bor-Shiuan Cheng)；黃光國(Kwang-Kuo Hwang)；余思賢(Szu-Hsien Yu)

使命型創業家 ； 期望理論 ； 義利觀 ； 資本主義 ； 認知失調 ； 儒商 ； Capitalism ； cognitive dissonance ； Confucian entrepreneur ； expectancy theory ； missionary entrepreneur ； value/instrumental rationality

本土心理學研究

47期（2017 / 06 / 01）

305 - 370

繁體中文

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。面對上述心理矛盾，他們發展出辯證因果觀，根據「期望理論」應有助心理一致性之達成：(1)相信「以義生利、利不生利」，也就是義心能帶來利果，有助化解需求信念和動機價值觀之間的矛盾；(2)相信「以利生義」，也就是利行所帶來的利果可用以產生義果，有助化解其動機價值觀和行為之間的矛盾。綜上所述，使命型儒商若能從直線因果觀轉換成辯證因果觀，將有助其從「義利兩難」困境邁向「義利合一」之境界。

Just as capitalism brought about fierce market competition, contemporary Confucian missionary entrepreneurs face an intense dilemma between value and instrumental rationality. Few researchers have examined their inner conflict or explored mechanisms for achieving psychological consistency. We applied cognitive dissonance theory and expectancy theory as a framework for evaluating our qualitative research findings. We found that Confucian missionary entrepreneurs 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 instrumental rationality, thereby achieving psychological consistency.

1. 張德勝(2002)。明清時期新義利觀評議：韋伯論旨重探。鵝湖月刊，28(2)，26-34。
   連結：
2. 葉仁昌(2011)。孟子政治思想中義利之辨的分析：四種主要類型的探討。政治科學論叢，50，1-36。
   連結：
3. 簡忠仁、周婉茹、鄭伯壎(2015)。使命型創業家的立命與立業：內聖外王的實踐歷程。本土心理學研究，44，3-71。
   連結：
4. Schumpeter, J. A. (1942). Capitalism, socialism and democracy. New York: Harper & Bros.
5. Weber, M. (1930). The Protestant ethic and the spirit of capitalism. New York: Charles Scribner's Sons.
6. Archer, M. S.(1995).Realist social theory.Cambridge, UK:Cambridge University Press.
7. Austin, W. G.(ed.),Worchel, S.(ed.)(1979).The social psychology of intergroup relations.Monterey, CA:Brooks-Cole.
8. Bator, M. F.(1958).The anatomy of market failure.Quarterly Journal of Economics,72,351-379.
9. Cooper, J.(2007).Cognitive dissonance: Fifty years of a classic theory.Thousand Oaks, CA:Sage.
10. Eatwell, J.(Ed.),Milgate, M.(Ed.),Newman, P.(Ed.)(2008).The new Palgrave dictionary of economics.London, UK:Macmillan.
11. Eisenhardt, K. M.(1989).Building theories from case study research.Academy of Management Review,14,532-550.
12. Eisenhardt, K. M.,Graebner, M. E.(2007).Theory building from cases: Opportunities and challenges.Academy of Management Journal,50,25-32.
13. Fauchart, E.,Gruber, M. B.(2011).Darwinians, communitarians and missionaries: The role of founder identity in entrepreneurship.Academy of Management Journal,54,935-957.
14. Festinger, L.(1957).A theory of cognitive dissonance.Palo Alto, CA:Stanford University Press.
15. Grouzet, F. M.,Kasser, T.,Ahuvia, A.,Dols, J. M.,Kim, Y.,Lau, S.(2005).The structure of goals across 15 cultures.Journal of Personality and Social Psychology,89,800-816.
16. Hogg, M. A.,Terry, D. J.(2000).Social identity and self-categorization processes in organizational contexts.Academy of Management Review,25,121-140.
17. Hwang、 K. K.(1987).Face and favor: The Chinese power game.American Journal of Sociology,92,944-974.
18. Hwang、 K. K.(2011).The Mandala model of self.Psychological Studies,56(4),329-334.
19. Kasser, T.,Ryan, R. M.(1996).Further examining the American dream: Differential correlates of intrinsic and extrinsic goals.Personality and Social Psychology Bulletin,22,80-87.
20. Kidd, S. A.(2002).The role of qualitative research in psychological journals.Psychological Methods,7,126-138.
21. Krugman, P.,Wells, R.(2006).Economics.New York:Worth Publishers.
22. Lance, C. E.(Ed.),Vandenberg, R. J.(Ed.)(2009).Statistical and methodological myths and urban legends: Doctrine, verity and fable in the organizational and social sciences.New York:Routledge.
23. Lee, T. W.,Mitchell, T. R.,Sablynski, C. J.(1999).Qualitative research in organizational and vocational psychology, 1979-1999.Journal of Vocational Behavior,55,161-187.
24. Martinie, M.,Olive, T.,Milland, L.(2010).Cognitive dissonance induced by writing a counterattitudinal essay facilitates performance on simple tasks but not on complex tasks that involve working memory.Journal of Experimental Social Psychology,46,587-594.
25. Matsui, T.,Terai, T.(1975).A cross-cultural study of the validity of the expectancy theory of work motivation.Journal of Applied Psychology,60(2),263-265.
26. Maxwell, J. A.(2004).Causal explanation, qualitative research, and scientific inquiry in education.Education Researcher,33(2),3-11.
27. Medema, S. G.(2007).The hesitant hand: Mill, Sidgwick, and the evolution of the theory of market failure.History of Political Economy,39,331-358.
28. Miles, M. B.(1979).Qualitative data as an attractive nuisance: The problem of analysis.Administrative Science Quarterly,24,590-601.
29. Moustakas, C.(1994).Phenomenological research methods.Thousand Oaks, CA:Sage.
30. Niemiec, C. P.,Ryan R. M.,Deci, E. L.(2007).The path taken: Consequences of attaining intrinsic and extrinsic aspirations in postcollege life.Journal of Research in Personality,43,291-306.
31. Osgood, C. E.,Tannenbaum, P. H.(1955).The principle of congruity in the prediction of attitude change.Psychological Review,62,42-55.
32. Patton, M. Q.(2002).Qualitative research & evaluation method.Thousand Oaks, CA:Sage.
33. Peng, K. P.,Nisbett, R. E.(1999).Culture, dialectics, and reasoning about contradiction.American Psychologist,54,741-754.
34. Rather, C.(1997).Cultural psychology and qualitative methodology.New York:Plenum Press.
35. Rosenberg, M.(Ed.),Turner, R.(Ed.)(1981).Social psychology: Sociological perspectives.New York:Basic Books.
36. Smith, A.(2003).The wealth of nations.New York:Oxford University Press.
37. Strauss, A. C.,Corbin, J. M.(1998).Basics of qualitative research: Techniques and procedures for developing grounded theory.Thousand Oaks, CA:Sage.
38. Tajfel, H.(ed.)(1982).Social identity and intergroup relations.Cambridge, UK:Cambridge University Press.
39. Van Maanen, J.(1979).Reclaiming qualitative methods for organizational research: A preface.Administrative Science Quarterly,24,520-526.
40. Vroom, V. H.(1964).Work and motivation.New York:Wiley.
41. Yin, R. K.(2009).Case study research: Design and methods.Thousand Oaks, CA:Sage.
42. 王曉譯、Weber, M.(2008)。新教倫理與資本主義精神。台北:左岸文化。
43. 史景遷(2000)。大汗之國。台北:臺灣商務印書館。
44. 余英時(2010)。宋明理學與政治文化。台北:允晨文化公司。
45. 余英時(2004)。中國近世宗教倫理與商人精神。台北:聯經出版公司。
46. 余英時(2007)。知識人與中國文化的價值。台北:時報文化出版公司。
47. 肖曉珍(2005)。諸子義利觀及現代價值。延安教育學院學報，19(4)，21-22+60。
48. 袁張帆(2006)。儒商範疇及儒商企業倫理觀。天水行政學院學報，39，115-118。
49. 郭勇譯、皆木和義(2012)。稻盛和夫：論語教會我這些事。台北:商周出版公司。
50. 陳傳(2011)。日本商業四百年。北京:京華出版社。
51. 陳曉萍編、徐淑英編、樊景立編、鄭伯壎編(2008)。組織與管理研究的實徵方法。台北:華泰文化事業公司。
52. 黃光國(2009)。儒家關係主義：哲學反思、理論建構與實徵研究。台北:心理出版社。
53. 黃光國(2011)。心理學的科學革命方案。台北:心理出版社。
54. 黃勇(1998)。「義利之辨」與儒家義利論的完備。孔孟月刊，36(1)，30-37。
55. 楊曾文(1995)。日本佛教史。杭州:浙江人民出版社。
56. 靖小琴、史豔紅(2005)。傳統儒商精神的現代超越。沙洋師範高等專科學校學報，4，44-46。
57. 鄭伯壎、劉怡君(1995)。義利之辨與企業間的交易歷程：台灣組織間網路的個案分析。本土心理學研究，4，2-41。
58. 澀澤榮一(2007)。論語與算盤。台北:漫遊者文化。

1. 劉世慶,楊政學,常逸平,胡秀華(2023)。儒商倫理紀律與公司治理：兩個案例研究。管理學報，40(2)，107-133。