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论文编号：	10053
作者编号：	1120140796
上传时间：	2018/6/7 15:09:50
中文题目：	新创企业商业模式设计的认知机制与绩效影响研究
英文题目：	The Study on Cognitive Mechanism and Performance of New Ventures’ Business Model Design
指导老师：	杨俊
中文关键字：	认知图式；环境扫描；商业模式创新性；资源整合方式；新创企业绩效
英文关键字：	cognitive schema; environmental scanning; business model innovativeness; building resource; new venture performance
中文摘要：	商业模式是互联网经济时代企业竞争焦点所在，如何设计并有效执行一个高创新性商业模式对于企业成长而言十分重要。本研究以新创企业为研究对象，关注商业模式设计机制与效果，一方面结合战略认知研究观点，围绕“认知图式—环境扫描—商业模式创新性”分析主线，构建新创企业商业模式设计的认知机制研究模型，另一方面结合资源管理理论，以创新性高低来衡量商业模式特征，构建新创企业商业模式的绩效影响机制的研究模型。通过采用142份有效问卷来检验相关理论假设，主要得到了如下发现与结论： 首先，特殊性图式比一般性图式更有助于创业者设计出高创新性的商业模式。借鉴新制度理论观点，将创业者关于商业模式的认知图式区分为一般性图式与特殊性图式。一般性图式倡导对行业内主流商业模式的遵循与坚守，排斥那些会影响主流模式地位的商业模式方案，会导致创业者设计出低创新性的商业模式；特殊性图式则驱使创业者努力摆脱行业内主流商业模式束缚，不断开发与尝试新的商业模式方案，有助于带来高创新性的商业模式。 其次，环境扫描活动在创业者认知图式与商业模式创新性之间起到了中介效应。行业外领域扫描在特殊性认知图式与商业模式创新性之间具有显著中介效应。特殊性图式通过驱使创业者关注行业外新信息而有助于设计出高创新性商业模式。扫描努力程度与扫描持续程度在两种认知图式与商业模式创新性之间都具有显著中介效应。一般性图式会驱使创业者花费较少的时间与精力来关注那些自己已十分熟悉的信息，这些熟悉信息支持行业内主流商业模式，不利于创业者设计出高创新性的商业模式。相反，特殊性图式则会驱使创业者花费较长时间努力从外部环境中获取大量新信息，以证实行业内主流模式的不足之处，支持自己设计出高创新性商业模式。 最后，资源整合方式在商业模式创新性与新创企业绩效之间发挥了调节效应。稳定型方式强调资源结构长期不变，不利于创新活动开展，本研究证实，该方式会显著负向调节商业模式创新性与新创企业绩效的关系；完善型方式强调结合环境需求对当前资源结构进行改变，能够通过渐进式地创造新型资源组合形式，支持高创新性商业模式的有效执行，因而会正向调节商业模式创新性与新创企业绩效的关系。 本研究理论贡献与创新点主要有三个方面：第一，围绕“前因—结果”研究路径开展商业模式设计研究，弥补了以往“过程—结果”导向研究过于强调刻画商业模式试验过程，但没有解释该过程出现差异性的原因的不足，有助于更为完整地认识商业模式设计过程；第二，分析创业者认知与新创企业商业模式设计结果关系，不仅响应着认知图式对商业模式设计结果具有很大影响这一理论判断，而且超越了围绕认知惯性展开的研究，进一步探讨创业者如何通过主动性地认知活动来操纵认知图式，从而设计出不同创新性商业模式的内在机制，这有助于揭示为何多数创业者很难发现好的商业模式创新机会，设计出高创新性商业模式的深层次原因；第三，分析不同资源整合方式在商业模式创新性与绩效关系中的调节效应，突破了从资源数量角度来考察商业模式执行效果的简单分析逻辑，更为系统地揭示了企业资源对商业模式执行的作用关系。 本研究主要包括六章内容。第一章是绪论，主要概述论文的研究背景、研究问题、研究意义、研究方法和过程。第二章是文献综述，在总体上回顾商业模式发展现状的基础上，系统述评了商业模式概念、商业模式设计与商业模式效果的相关理论研究，并对本研究的理论基础进行了阐述。第三章是理论模型与研究设计，一方面界定了创业者认知图式、环境扫描、商业模式创新性、资源整合方式四个研究构念，并进一步通过分析得到了本研究的理论模型，另一方面详细阐述了本研究开展的流程。第四章实证分析了新创企业商业模式设计的认知机制；第五章实证分析了新创企业商业模式的绩效影响机制。第六章是研究结论与展望。归纳了本研究的主要研究结论，阐释了研究的理论创新点与重要的实践启示，并指出了本研究存在的研究不足以及未来研究的改进方向。
英文摘要：	Business model is the focus of enterprise competition in the era of internet economy, meanwhile, effectively designing and executing a highly innovative business model can bring great benefits to the enterprise. This study takes new venture as research perspective and focuses on the designing mechanism and effect of business model, which on the one hand combines strategic cognitive research perspective, taking “cognitive schema - environmental scanning - business model” as the key, and builds a research model of new ventures’ business model design mechanism based on cognitive perspective; on the other hand, around business model innovativeness, establishes a research model on the effect mechanism of new ventures’ business model on performance. By using 142 valid questionnaires to test relevant theoretical hypotheses, this study mainly comes to the following findings and conclusions. Firstly, comparing to general cognitive schema, specific cognitive schema is more beneficial for entrepreneurs to design a highly innovative business model. From the viewpoint of neo-institutional theory, the concept of entrepreneur’s cognitive schema is divided into general cognitive schema and special cognitive schema. General cognitive schema preserves and sticks to the mainstream business model within an industry, excluding new business models that will affect the status of mainstream business model, and thus reduce the possibility of entrepreneurs to design a highly innovative business model; specific cognitive schema drives entrepreneurs to get rid of the mainstream business model in the industry, constantly exploiting and attempting to new business model plan, which helps them to design a highly innovative business model. Secondly, environmental scanning activity plays a medium role in entrepreneurs’ cognitive schema and business model innovativeness. Extra-industry scanning plays a medium role in special cognitive schema and business model innovativeness. In order words, entrepreneur who has a fund of special cognitive schema tend to focus on new information from extra-industry, which will lead them likely to design highly innovative business models. The scanning effort level and scanning persistence level play a significantly medium role in both the two cognitive schema and business model innovativeness. Entrepreneur who has a fund of general cognitive schema tend to spend few time and attention to focus on information they know well, familiar information support the mainstream business models within the industry, which is not conducive to design highly innovative business model; entrepreneur who has a fund of specific cognitive schema tend to spend a lot of time and attention to obtain much information form extra-industry, thus testifies the deficiencies of mainstream models within the industry, and to support themselves to design highly innovative business model. Lastly, building resource approach plays a moderating role in business model innovation and new venture performance. Stabilizing approach emphasizes the long-term invariance of the resource structure, which is not conducive to the innovative activities development, and will negatively affect the relationship between business model innovativeness and new venture performance; enriching approach emphasizes the gradually changing combination of resource structure and environmental needs, which can satisfy both the innovation needs and the resistance of incumbents, and positively moderates business model innovativeness and new venture performance. This study has three theoretical contributions and innovations. First, our research path on “antecedent-result” oriented business model design has make up for the past “process-result” oriented research that place too much emphasis on the process of the business model but does not explain for the discrepancy in the process, which helps us to more fully understand the business model design process. Second, analyzing the relationship between entrepreneurs’ cognition and the new ventures’ business model design not only responds to the theoretical judgment that the cognitive schema has a great influence on the business model design results, but also surpasses the research of cognitive inertia and further explore how entrepreneurs control cognitive schemas through proactive cognitive activity to design the intrinsic mechanisms of different innovative business models. This helps reveal the underlying causes of why most entrepreneurs is difficult to find business model innovation opportunities and to design highly innovative business model. Third, this research analyzes the moderating effect of different resource integration methods on the relationship between business model innovation and performance, breaks through the simple analysis logic of the implementation effect of business model from resource quantity perspective, and more systematically reveals how enterprise resource affect business model implementation. This study mainly includes six chapters. The first chapter is the introduction, which summarizes the research background, research questions, research significance, and research methods and procedures. The second chapter is the literature review, in retrospect on the current situation of business model, which compiles business model concepts, business model design, business model effect, and the relevant theoretical study on business model, and reviews the deficiencies of current research to point out possible research directions. The third chapter is the theoretical model and the research design, on the one hand defines four research constructs such as cognitive schema, environmental scanning, business model innovativeness, and building resource, and obtains the theoretical model through further analysis; on the other hand, presents the process of this study in detail. The fourth chapter is the empirical analysis on the cognitive mechanism of new ventures’ business models design. The fifth chapter is the empirical analysis on what the inner relationship between new ventures’ business model and the performance. The sixth chapter is the conclusion and the future prospect, which summarizes the main research conclusions of this study, explains the theoretical innovative points and important practical implications, and points out the shortcomings of this study and the improving direction for future research.
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