在全球氣候變遷與永續發展日益成為企業核心議題之際，企業如何回應環境挑戰並實踐永續轉型，成為企業經營策略的重要課題。而純電商平台如何結合技術創新與永續治理，實現綠色轉型，成為關鍵策略挑戰。本文以台灣指標性純電商平台──momo購物網為研究個案，透過綠色物流、循環包裝、綠色商品選品、顧客參與誘因設計與ESG治理制度等五大實踐面向，探討其永續轉型策略與實務表現。
本研究採用次級資料分析與個案研究法，並結合四大理論架構進行探討。首先，永續價值鏈與永續供應鏈管理，提供評估企業從供應端至顧客端整體永續績效的視角；其次，根據資源基礎理論，說明momo如何透過自建物流、AI智慧裝箱與綠色會員制度等難以模仿的內部資源建構競爭優勢；共享價值理論，則闡明平台如何在創造經濟效益的同時兼顧社會與環境價值；最後，利害關係人理論則強調平台如何透過制定供應商永續標準、溝通ESG目標以回應多元利害關係人的期待。
研究發現，momo已將永續實踐內嵌於平台營運核心，運用技術與制度設計促進綠色消費行為與供應鏈協同治理，不僅強化顧客終身價值與品牌忠誠度，亦展現出平台型企業整合多方利害關係、實現商業與永續共融的潛能。本文最後提出深化永續的商業模式創新之建議，強調電商平台在永續轉型路徑中，應持續強化其作為價值鏈整合者與行為轉化推動者之角色，以兼顧成長、責任與競爭力。

In response to increasing global concerns over climate change and sustainable development, pure e-commerce platforms must address environmental challenges through strategic transformation. This study explores the sustainability transition of momo Shopping, a leading e-commerce platform in Taiwan, focusing on its green logistics, circular packaging, sustainable product selection, customer engagement mechanisms, and ESG governance.
Employing secondary data analysis and a case study approach, this research integrates four theoretical frameworks: Sustainable Value Chain and Sustainable Supply Chain Management (SSCM), the Resource-Based View (RBV), Creating Shared Value (CSV), and Stakeholder Theory. The findings reveal that momo embeds sustainability into its core operations by leveraging internal resources—such as proprietary logistics systems, AI-powered packaging optimization, and the Green Living Membership program—to drive competitive advantage and customer loyalty. The platform also fosters shared value by aligning economic performance with environmental and social benefits, while actively engaging stakeholders through ESG practices and supplier sustainability standards.
This study concludes that momo serves as an effective value chain integrator and behavioral change agent, offering insights into how pure e-commerce platforms can achieve business growth while fulfilling environmental and social responsibilities. It also suggests further opportunities for sustainable business model innovation (BMI) to reinforce long-term competitive positioning.

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