扎根理论下的电子商务创业风险干预模型

E-commerce Venture Risk Intervention Model Based on Grounded Theory

针对电子商务创业热情高涨、名品消费过度、群体理性缺失、品质不透明和创新风险大等现实,基于第一手访谈语料,应用扎根理论进行基本范畴编码,归纳了导致电子商务创业风险的关键因素,构建电子商务创业风险干预模型。基于该模型,从纠正恶性经营环路的角度提出了规避互联网创新创业风险、转向良性创业氛围的必然途径,形成了规避电子商务创业风险和加强电子商务创业帮扶的适用性理论和措施。

Facing the realities such as high enthusiasm for entrepreneurship in E-commerce,excessive consumption of famous goods,lack of group rationality,quality opacity and great risk of innovation,this paper applies the ground theory based on the first hand interview corpus,carries out basic category coding,and summarizes the key factors of Internet venture risk.Then it constructs E-business venture risk intervention model.Based on this model,it puts forward the inevitable way to avoid the risk of Internet innovation and entrepreneurship and turn to a healthy entrepreneurial atmosphere from the angel of correcting the vicious circle of business.Finally,it forms the theory and measure of applicability about avoiding the risk of Internet entrepreneurship and Internet entrepreneurship help.