用户换位型思维的形成及对机会信念绩效的影响

The formation of user perspective taking and its influence on opportunity belief performance

用户换位型思维是创业者进行机会识别并应对市场竞争的重要因素,但已有研究忽视了其模式、形成机理及对机会信念绩效的影响。针对此问题,基于结构映射理论与注意力参与模型解构用户换位型思维模式,包括吸收式、归纳式、启发式和分析式;然后,从“个体-用户”双元视角探讨与用户有关的先验知识、灵活的角色导向、认知复杂性以及用户需求不确定性和碎片化等因素对用户换位型思维形成的正向影响;最后,以机会信念形成速度和创新性为绩效指标,阐释用户换位型思维模式对机会信念形成绩效的影响,并考察适应新的信息环境和调用自身知识结构的认知管理策略对用户换位型思维模式与机会信念形成绩效的调节作用。研究结论将丰富用户换位型思维的内涵,拓展结构映射理论与注意力参与模型的解释范围,也为指导创业者运用用户换位型思维去识别机会提供参考,对创业者思考与理解用户有重要意义。

User perspective taking is a critical way in which entrepreneurs can identify opportunities and cope with market competition. However, existing studies have ignored its modes, formation mechanism and impact on opportunity belief performance. Considering these issues, we deconstruct the modes of user perspective taking based on structural alignment theory and the attentional engagement model, and these modes include absorptive, inductive, heuristic and analytical user perspective taking. Then, from the dual perspective of the “individual-user”, we explore the positive effects of user-related prior knowledge, flexible role orientation, cognitive complexity, and the uncertainty and fragmentation of user needs on the formation of user perspective taking. Finally, taking the formation speed and innovativeness of opportunity beliefs as performance indicators, we explain the impact of the modes of user perspective taking on opportunity belief formation performance and examine the moderating effects of cognitive management strategies involving adaptation to new information environments and the invocation of the entrepreneur’s own knowledge structure on the modes of user perspective taking and opportunity belief formation performance. This study enriches the connotation of user perspective taking, extends the explanatory scope of structural alignment theory and the attentional engagement model, and provides a reference that can guide entrepreneurs to better identify opportunities by employing user perspective taking. It is of great significance for entrepreneurs to think about and understand users.