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Mathematical Problems in Engineering
Volume 2015, Article ID 206312, 15 pages
Research Article

Exploring the Triple Reciprocity Nature of Organizational Value Cocreation Behavior Using Multicriteria Decision Making Analysis

1Department of Information Management, National Yunlin University of Science and Technology, 123 University Road, Section 3, Douliou, Yunlin 64002, Taiwan
2Department of Information Management, Hwa Hsia University of Technology, 111 Gong Jhuan Road, Chung Ho District, New Taipei City 235, Taiwan

Received 24 October 2014; Accepted 20 December 2014

Academic Editor: Neil Y. Yen

Copyright © 2015 Huan-Ming Chuang et al. This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.


Service-dominant (S-D) logic is a service science framework that is more robust than the traditional goods-dominant (G-D) logic. It emphasizes the importance of operant resources and value Cocreation. This study employs social cognitive theory to explore the triple reciprocity of organizational value Cocreation behavior. Further, this study uses DEMATEL-based ANP to examine the dynamic nature of organizational value Cocreation behavior. The major results of this study can be described as follows. First, the triadic reciprocity of personal, environmental, and behavioral factors are validated. Second, the dominant influencing trends are clearly identified. From a dimensional point of view, environmental factors affect personal factors and behavioral factors, and personal factors affect behavioral factors. Similarly, in terms of organizational value Cocreation behavior, organizational identification affects altruistic behavior and knowledge-sharing behavior, and altruistic behavior affects knowledge-sharing behavior. These findings may provide helpful guidance in effectively promoting organizational value cocreation behavior, enabling organizations to leverage operant resources to their maximum potential.