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论文编号：	11869
作者编号：	1120160807
上传时间：	2020/6/23 10:22:33
中文题目：	创业意愿与行为投入：损失厌恶和不确定性的调节 作用
英文题目：	Entrepreneurial intention and behavioral input: The moderated effect of loss aversion and uncertainty
指导老师：	张玉利
中文关键字：	创业目标意愿；创业执行意愿；意愿与行为差异；损失厌恶；不确定性
英文关键字：	Entrepreneurial Goal Intention; Entrepreneurial Implementation Intention; Intention and Action Discrepancy; Loss Aversion; Uncertainty
中文摘要：	虽然创业意愿是预测创业行为的有效指标，但在实际创业活动中，创业意愿与创业行为存在差异。比如，有些人为之全力投入，而有些人在“小试牛刀”后放弃；有些人创立了企业，而有些人迟迟未创立企业；甚至，资源禀赋相似的潜在创业者，其创业行为投入也存在很大差异。那么，在企业创立之前，创业意愿个体的行为投入为何存在差异？为回答这一问题，本研究结合行为阶段理论模型、创业活动情境不确定性和不确定条件下认知启发式，形成了三个相互联系、层层递进的研究内容，以252个有效样本探索创业意愿与行为投入差异的作用路径和影响机制。 首先，以创业执行意愿为中介，探索创业目标意愿与行为投入差异的中间环节。基于行为阶段理论模型，将创业目意愿意愿（一种个人动机）与创业执行意愿（一种个人意志力）相互配合，验证了创业执行意愿发挥的重要中介效应。具体的，创业目标意愿有助于个体为实现既定目标做出承诺，不断进行投入以促进目标实现；但创业不只在于个人动机，还在于有没有坚定意志朝着创业目标前进，创业执行意愿所集中反映的创业意志力，是解释创业意愿与行为投入存在差异的重要因素，也成为创业意愿向行为转化的关键环节。 其次，以损失厌恶作为损失认知启发式重要形式，探索创业意愿与行为投入差异机制的具体表现。行为阶段理论模型在强调支配目标设置和目标奋斗过程的心理准则（动机和意志力）时，还强调认知模式，意味着创业意愿与行为投入差异不仅反映了个人意志力差异，还反映了认知逻辑差异。对此，研究证实不确定条件下损失认知启发式发挥调节作用。即损失厌恶负向调节创业目标意愿与创业行为投入积极作用，正向调节创业执行意愿对行为投入的积极影响，整个过程是一种有调节的中介模型。在整个创业行为产生阶段，损失厌恶的不同作用状态，意味着创业意愿与行为投入差异机制还存在更深层因素。 第三，考虑不确定条件，探索创业意愿与行为投入差异原因机制的具体表现。创业活动强不确定性为深入解释损失认识的具体作用提供了很好情境，是解决损失厌恶不同作用状态的重要情境因素。以不确定性主观感知和客观环境内容组合作为调节变量，研究发现经济政策不确定性的作用明显，即损失厌恶在创业意愿与行为投入差异机制中的调节作用得到强化。因此，既要以系统思维制定相应政策并清晰解读，降低政策复杂性、矛盾性；又要建立有效试错机制，深化对政策的全面认识，培养应对不确定环境的决策意识。 本研究的贡献与创新表现在三个方面。首先，以创业意愿与行为投入差异为切入点，为创业意愿与行为关系现有研究内容提供新方向。现有创业意愿与行为一致性的研究文献，对创业意愿与行为关系只提供了部分解释，忽略了二者之间的不一致性。为解决这一问题，本研究从目标意愿和执行意愿深入探索创业意愿与行为投入差异中介机制，既有助于弥补创业意愿与行为关系一致性研究的不足，又有助于为创业意愿与行为差异的初期探索提供新理论内容。其次，拓展创业研究理论空间和前景理论应用领域。以往研究围绕前景理论整体内容探索其在创业研究中的作用，对其具体内容讨论不足。本研究将损失厌恶作为认知启发式的重要形式，并与行为阶段理论整合，既为创业活动不确定情境的行为决策分析提供了新视角，又拓展了前景理论适用范围和创业研究理论空间，启发未来研究更多关注创业决策的有限理性。第三，以客观形式丰富不确定性测量，为创业活动不确定情境研究提供新内容。创业研究领域对不确定性作用机制的探索以不确定性的主观评价形式为主，不能更客观、无偏的反映客观内容。有别于此，本研究从政策和行业两方面获取客观不确定性测量指标，一方面弥补现有研究不能完全、甚至有偏反映不确定性客观形式的不足，另一方面启发后续研究探索不确定性新内容，以更全面揭示创业活动不确定现象。
英文摘要：	Entrepreneurial intention (EI) can be seen as an effective indicator to predict entrepreneurial behavior (EB), however, there are some discrepancies between EI and EB. For instance, some individuals put their efforts into it, while others will quit after a small try; some people started their own businesses, while others delay doing this; even the individuals among the potential entrepreneurs who possess the same resource endowment show their discrepancies in EB. Thus, why the discrepancies of EB exist among EI individuals before start-up? To address the issue, this study combines the Rubicon Model of action phases, cognitive heuristics under uncertainty with uncertainty in the entrepreneurial activity context to get three interrelated and progressive research contents, and uses 252 valid samples to explore the acting path and influence mechanism of the discrepancy between EI and EB input. Firstly, taking the entrepreneurial implementation intention (EMI) as a mediator, the study explores the intermediate link of the discrepancy between entrepreneurial goal intention (EGI) and behavior input. Based on the Rubicon Model of action phases, the author integrates EGI (a personal motivation) and EMI (a personal volition) and tests the important mediation effect of EMI. Specifically, EGI can help individuals commit to achieving their goals and thus making continuous behavioral input, but the start-up not only lies in personal motivation but also lies in strong volition moving forward towards the entrepreneurship goals, and the EMI which mirrors entrepreneurial volition is an important factor to explain the discrepancy, it also becomes a key link to bridge EI and EB. Secondly, representing loss aversion as an important form of loss cognition heuristics, the study discusses the specific performance of discrepancy mechanism between EI and EB input. The Rubicon Model focuses on psychological principles govern the processes of goal setting and goal striving (i.e., motivation and volition) as well as on the cognitive model, which indicates that the discrepancy not only reflects the differences in individual volition but reflects the differences in their cognitive logic. Therefore, this research examines the moderation effect of loss cognition heuristics under uncertain conditions. The loss aversion moderates the positive effect of EGI on EB input in a negative way, and moderates the positive effect of EMI on EB input in a positive way, and the whole process is a moderated mediation model. It confirms that loss aversion displays different effect status in the whole stage of EB generation, which means that the discrepancy mechanism still has some factors in deep level which need to be explored. Thirdly, considering the uncertain conditions, this dissertation explores the specific reasons and mechanisms of the discrepancy between EI and EB input. The strong uncertainty of entrepreneurial activities provides a helpful situation to deeply explain the influences of loss aversion, and it is regarded as a significant situation factor to discuss the different effect status of loss aversion. The study makes a combination of subjective perception and objective environment and takes it as moderate, the results show that economic policy uncertainty (EPU) plays a significant role, i.e., the moderation effect of loss aversion in the discrepancy between EI and EB input is strengthened by EPU. Hence, the policies, especially the entrepreneurial policies, should be established in a systematic view and be explained clearly for reducing policy complexity and contradiction, and the effective trial and error mechanism can be introduced to deepen the comprehensive understanding of policy and to cultivate the awareness of coping with the uncertain environment decision-making. There are three aspects to exhibit the theoretical contributions and innovations in this study. First of all, it provides a new direction for the current literature by pointing the discrepancy between EI and behavioral input. The current studies mainly focus on the consistency between EI and EB, which provides a partial understanding of the relationship between EI and EB. To address this issue, this paper explores the meditation mechanism about the discrepancy between EI and EB input from goal intention and implement intention, it will be helpful to bridge the gap about the relationship consistency between EI and EB on one hand, and be conducive to offering new theoretical content for the early exploration about the discrepancy between EI and EB. Secondly, the prior studies discussed the impact of prospective theory on entrepreneurship study from its overall content while ignoring its specifics. This research takes loss aversion as an important form of cognitive heuristics and combines it with the Rubicon Model of action phase, which will be beneficial to sharing new perspective for behavior decision analysis in the uncertain situation of entrepreneurial activities, and be helpful to expand the theoretical space of entrepreneurship research and prospective theory, implying the further study can stay more focus on the bounded rationality of entrepreneurial decisions. Finally, enriching the measurements of uncertainty by using its objective forms, which brings the study on the uncertain situation of entrepreneurial activities with new content. In the entrepreneurial field, extant researches about the effect mechanism of uncertainty focus on the subjective assessments, which are partial and even bias objective to reflect its objective content. This study considers two objective forms- economic policy uncertainty and industry uncertainty, which is different from the extant studies revealed the effect of uncertainty on entrepreneurial activities from subjective level, can be of benefit to dealing with the gap about not fully or even partial reflect the objective form of uncertainty on one hand, and on the other hand, indicating further researches to explore new content of uncertainty for fully revealing uncertain phenomena in entrepreneurial activities.
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