调节焦点对创业决策的影响研究——基于认知视角

Research on the Influence of Regulatory Focus on Entrepreneurial Decision-making——Based on Cognitive Perspective

调节焦点理论作为分析个体决策及行为的有效工具,在创业研究中的应用仍十分不足。本研究从认知视角入手,通过我国5省市千份有效样本检验了研究提出的调节焦点对创业决策影响的多中介模型,揭示了两类自我调节方式对创业决策差异化的作用及具体机制。结果表明促进型调节焦点会正向作用于个体创业决策,预防型调节焦点则呈现消极影响;个体对创业制度环境、风险和机会的感知完全中介了促进型调节焦点对创业决策的作用,而预防型调节焦点将直接影响个体决策。本研究深化了调节焦点理论,拓展了该理论在创业领域的应用,尤其针对创业决策阶段。同时,本研究立足我国创业实践,结论有助于本土创业者提升决策理性和认知能力,也为政策制定者科学设计与推进"双创"建设提供了理论依据。

Though regulatory focus theory is an effective tool to analyze individuals’ decision making,the application of this theory has been limited in entrepreneurial research. From the cognitive perspective,this study reveals the specific influence of regulatory focus on entrepreneurial decision-making by a thousand valid samples. The results show that the promotion focus positively affects one’s entrepreneurial decision,while the prevention focus has a negative effect. The individuals’ perception of the institutional environment,risk and opportunity play intermediary roles in the effect of promotion focus on the entrepreneurial decision-making. The research deepens the regulatory focus theory and expands its application in entrepreneurship research. At the same time,the conclusion is helpful for entrepreneurs’ rational cognition,and more importantly,provides theoretical basis for the scientific design and promotion of"double innovation"for our government.