调节定向与创业机会识别机制研究

A Study on the Relationship between Regulatory Focus and Entrepreneurial Opportunity Recognition

依托于创业行动模型和结构映射理论,将机会识别定义为寻找技术和市场之间结构匹配的认知过程。采用情景实验和问卷调查相结合的方法,试图回答不同动机类型(促进定向vs.预防定向)与机会识别中结构相似性效应的关系路径。通过对245名技术创业者的调查发现:促进定向促进机会识别中结构相似性效应形成,预防定向起阻碍作用;技术知识正向调节促进定向与结构相似性效应的关系,负向调节预防定向与结构相似性效应的关系,而市场知识的调节作用不显著。

Basing on the opportunity recognition research and regulatory focus theory,opportunity recognition is defined as the cognitive process of making alignment between the market and technology.Using experiment method,this study tries to untangle how different kinds of motivation impact structure similarity effect.Through a questionnaire survey of 245 entrepreneurs,this study finds that:①promotion focus facilitates the formation of structural similarity,while prevention focus hinders the formation of structural similarity;②technical knowledge positively moderates the relationship between promotion focus and structural similarity and negatively moderates the relationship between prevention focus and structural similarity;③and the moderating effect of market knowledge is insignificant.