创业认知的形成机制——双加工系统及其选择研究

The Formation Mechanism of Entrepreneurial Cognition:Study of the Dual-processing System and Its Selection

创业认知理论认为,创业者成功创业的重要原因是他们拥有更加合理的创业知识结构。已有的研究认为启发式加工和分析式加工会影响创业认知,然而对于其如何影响创业认知结构,现有理论鲜有涉及。本文致力于解决如下问题:创业者的启发式加工和分析式加工是如何影响创业认知结构的?通过对高新技术产业4家公司的研究,归纳出启发式加工和分析式加工对创业认知的作用机制。研究结果表明,两种加工方式在不同的创业认知剧本(创业意愿剧本、创业安排剧本和创业能力剧本)构建中起不同作用,二者共同作用构建完备的创业认知剧本。研究还发现,建构完备的创业认知剧本存在两种路径,并且两种路径导致了不同的创业活动类型,一种是机会驱动创业,另一种是经验驱动创业。最后,本文探讨了研究发现的理论贡献和实践启示。

Entrepreneurial cognition suggests that one of the important reasons why entrepreneurs can succeed is that they have more rational entrepreneurial knowledge structure. Though previ- ous studies pointed out that heuristic processing and analytic processing can affect entrepreneurial cognition, how they affect entrepreneurial cognitive structure still remains unsolved. This paper aims to solve the following question： how does entrepreneur＇s heuristic processing and analytic processing affect the entrepreneurial cognitive structure？ Through the case study of 4 companies in high-tech industry, this paper summarizes the mechanism of the influence heuristic processing and analytic processing have on entrepreneurial cognition. The results show that the two process- ing systems play different roles in the construction of different entrepreneurial cognitive scripts （entrepreneurial willingness scripts, entrepreneurial arrangement scripts and entrepreneurial abil- ity scripts）, and the dual-processing systems help to build complete entrepreneurial cognitive scripts. The study also finds that there are two paths in constructing complete entrepreneurial cognitive scripts, which bring about two different entrepreneurial activities, opportunity-driven entrepreneurship and experience-driven entrepreneurship. Finally, the theoretical contributions and practical implications of the research finding are discussed.