创业者如何实现认知变革?——信息加工视角下知识图式演化机制多案例研究

How Do Entrepreneurs Realize Cognitive Change?——A Multiple-case Study on Mechanisms of Schema Evolution from Perspective of Information Processing

在高不确定性、高时间压力创业情境中,创业者将更多采用启发式信息加工方式降低认知努力,但这种倾向可能会加剧认知惰性,使创业者难以准确感知环境变化。因此,采用社会认知和情报学理论,考察创业者在环境扫描过程中信息加工和知识图式演化的微观过程。识别环境扫描、信息加工、信息来源选择标准和启发式4个主要构念,建立整合-更新、筛选-过滤、吸收-扩增3类知识图式演化过程模型。提出筛选-过滤过程不仅排斥新知识吸收,还会强化既有启发式提取路径,从而降低未来发生认知变革的可能性。结果发现,创业者更易感知信息可获取性,且感知信息来源质量对创业者的影响比感知信息质量更大。最终,形成整合模型并提出理论和实践启示。

Within entrepreneurial context featured by high uncertainty and time pressure,entrepreneurs are inclined to used heuristics to reduce cognitive effort,however,this tendency may aggravate cognitive inertia which would lower entrepreneurs＇ capability to perceive environmental change.As a result,based on social cognition and information management theory,this study examined the micro-level process of information processing and knowledge schema evolution of entrepreneurs during environmental scanning.Four main constructs were identified,including environmental scanning,information processing,information source selection and heuristics;three types of knowledge schema evolution process model were constructed,including：integration-renewal,screening-filtration,absorption-augmentation.The ＂screening-filtration＂ process may not only repel new knowledge,but also intensify the extraction of existing heuristics which in turns further hinder cognitive change.The results also showed that,entrepreneurs rely more on information accessibility than information quality,more on perceived information source quality than perceived information quality.At last,an integrated model was proposed with theoretical and practical implications.