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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 cognitive theory that the important reason for entrepreneurs to start a successful business is that they have a more reasonable structure of entrepreneurial knowledge. Existing research suggests that heuristic processing and analytical processing will affect entrepreneurial awareness. However, there are few existing theories about how it affects entrepreneurial cognitive structure. This article is devoted to solving the following questions: How does the entrepreneur’s heuristic processing and analytic processing affect the entrepreneurial cognitive structure? Through the research of four companies in high-tech industries, this paper summarizes the research findings of heuristic processing and analytic processing on entrepreneurship The mechanism of action. The research results show that the two processing methods play different roles in the construction of different entrepreneurial cognitive scripts (entrepreneurial intention script, entrepreneurial placement script and entrepreneurial ability script), and the two work together to construct a complete entrepreneurial cognitive script. The study also found that there are two ways to construct a complete entrepreneurial cognitive script, and the two paths lead to different types of entrepreneurial activities, one is opportunity-driven entrepreneurship and the other is experience-driven entrepreneurship. Finally, this paper explores the theoretical contributions and practical implications of the research findings.