【作者】 牛志江；

【导师】 张钢；

【作者基本信息】 浙江大学 ， 企业管理， 2010， 硕士

【摘要】 随着我国产业结构调整及社会就业问题的日益突出,国家及各地方政府都在积极营造创业氛围,并纷纷出台区域创业政策及相关鼓励措施,旨在通过创业活动来帮助解决经济发展过程中遇到的诸多问题。同时,基于以往创业个体研究发现,创业活动很难被诸如创业环境或者个体特质等变量所解释并预测,并缺乏稳定统一的研究框架;而认知视角则能够将创业者及创业活动结合起来并提供成熟而稳定的理论研究基础。因此基于认知视角并结合创业活动来深入分析个体创业意向的影响机制,具有非常重要的现实及理论研究意义。本研究首先通过梳理以往创业认知研究成果,将个体创业认知研究从认知内容和认知模式两个方面进行阐述。为了更好地结合创业活动来分析个人创业认知对创业意向的影响,本研究借鉴原型理论提出了“创业机会原型”来使创业认知内容研究具体化和深入化;同时基于以往研究提出两种典型的创业认知偏差,即创业效能感和控制错觉,来表示个体创业认知模式。以往研究表明,创业意向是可以有效解释并预测个体创业行为的研究变量,因此本研究旨在结合创业活动关键环节——机会识别来分析个体创业机会原型、创业效能感和控制错觉对于其创业意向的影响机制,并进一步考察区域创业政策对此影响机制的调节作用。通过对以往研究理论回顾、案例访谈及对比分析和问卷调查及统计分析,本研究得出三个重要研究结论:创业机会原型作为个体识别机会关键特征的重要认知框架,能够显著促进个体发现潜在机会并提高其创业意向;创业效能感和控制错觉能够帮助创业者以特定范式来简化对潜在机会信息的加工和决策过程,并通过显著提高对潜在机会的识别水平来进一步影响个体创业意向;而良好的区域创业政策能够显著提高人们对机会的识别水平和创业意向,并且在创业效能感与机会识别之间发挥调节作用。更多还原

【Abstract】 As industrial structure and unemployment problems have become increasingly severe, state and local governments are proactive to introduce series of encouraging policies and incentive measures, aimed to stimulate entrepreneurial activities to add new engine for the development of national economy. At the same time, according to previous study on entrepreneurs, we can find that there is no one stable and unified research framework to explain and predict entrepreneurial activity. However, Cognitive perspective can provide us with a basic and consistent research theory to analyze the mechanism between individual’s cognitive factors and their entrepreneurial behaviors. Therefore, the in-depth research based on cognition perspective is of important practical and theoretical significance.Firstly, this study has reviewed the previous study works on entrepreneurs’ traits and relevant entrepreneurial cognition research; and decided to divide entrepreneurs’ cognition into two aspects: cognitive content and cognitive style. In order to explore the influence of cognitive factors on individual’s entrepreneurial intention, this study has proposed an innovative construct, Entrepreneurial opportunity prototype, which reflects the individuals’ cognitive framework relevant to key features of potential opportunity. And this notion can make the research in-depth through combining opportunity recognition, which is a basic and critical step of entrepreneurial activities. Secondly, this study has introduced two kinds of distinct cognitive bias, Entrepreneurial efficacy and Illusion of Control, as the cognitive style of entrepreneurs. Thirdly, this study has selected Entrepreneurial Intention as the indicator to explain and predict entrepreneurial behaviors. And the main research task is to explore the relationship between Entrepreneurial opportunity prototype, Entrepreneurial efficacy and Illusion of Control and Entrepreneurial Intention through Opportunity recognition. What’s more, this study will further to explore the role of entrepreneurial policy in above mechanism.Through study review, case analysis and empirical study, this study obtained major findings: entrepreneurial opportunity prototype, entrepreneurial efficacy and Illusion of control can significantly promote the individual to identify potential opportunities and improve their entrepreneurial intention; Positive regional entrepreneurship policy can significantly improve opportunity recognition and entrepreneurial intentions, and moderate the relationship between entrepreneurial efficacy and opportunity identification.更多还原