创业网络中基于关系信任的信息搜寻行为研究

Information Searching Behaviors Based on the Trust Ties of Entrepreneur Networks

创业网络是创业主体获得创业信息的重要渠道,创业主体对信息搜寻受到网络关系以及网络信任的影响,创业主体在信息搜寻过程中更倾向于高信任度的网络个体。本文从创业网络的关系信任出发分析了创业网络中创业主体的信息搜寻行为,并根据蚁群理论提出了信息搜寻模型;同时从创业网络层面分析了信任中介在促进和优化创业网络中信息流动的作用。

Entrepreneurship involves a series of resource and information integration processes.The first step of entrepreneurial activities is to search for and process information.In the information searching process,entrepreneurs conduct business via entrepreneurship networks instead of decentralized networks.Therefore,network ties and trust can affect the information searching process in entrepreneurship networks.This paper analyzes how network ties and trust affect the searching behavior of entrepreneurs based on the Ant Colony theory,and discusses how intermediaries（trust agency） play a pioneering role in entrepreneurship networks.An understanding of these relationships can provide insights on improving the degree of trust between network members,and optimizing the information search process in entrepreneur networks.According to theories on entrepreneurship network and Ants Colony,an individual often use others＇ feedback to determine his/her information search paths.Pheromones are used to determine the transition probability function values.In contrast,searching information based on personal judgment for trust ties in the searching process is one kind of dependency relationships.The trust-based information search process needs to be adjusted by considering the ＂trust agency＂ into the information searching process.This solution can help optimize the information search process in the entrepreneurship network. Network and trust ties serve as important parts of information searching,filtering and screening processes in entrepreneurship networks.The first part of this paper discusses the process model of information searching in entrepreneurship networks based on the Ant Colony Theory.The second part proposes a dynamic model based on structure holes theories by adding ＂trust agency＂ to the behavior of information searching optimization.The third part further analyzes information searching processes in entrepreneurship networks by using simulation methods and evaluating the three models in an entrepreneurship network： direct cooperation model,as well as cooperation model with and without considering the ＂trust agency＂ factor. In conclusion,in order to standardize network structure and facilitate information flow in the network an entrepreneurship network needs to try to establish an interactive mechanism based on mutual trust and understanding.In addition,intermediate agencies can help enhance the quality of information flow in the network by establishing more formal communication channels and forming a standardized information exchange and search pattern.