创业失败是否影响再创业的风险感知行为?——基于认知偏差的研究  

Does Failure in Entrepreneurship Influence the Behavior of Sensing Risk in Second Entrepreneurship?——A Study Based on Cognitive Deviation

作　　者：杨隽萍[1] 肖梦云 于青青 Yang Junping;Xiao Mengyun;Yu Qingqing(School of Economics and Management,Zhejiang Sci-Tech University,Hangzhou 310018)

机构地区：[1]浙江理工大学经济管理学院,杭州310018

出　　处：《管理评论》2020年第2期115-126,共12页Management Review

基　　金：国家自然科学基金项目(71872167);浙江省软科学项目(2018C35086)。

摘　　要：整合企业失败理论与社会认知理论,构建了创业失败成本、认知偏差与再创业风险感知关系的理论模型,并通过层次回归模型与结构方程模型对理论假设进行了实证检验。研究发现,创业者的再创业风险感知受其创业失败成本、过度自信和乐观偏见的正向影响;在创业失败成本影响再创业风险感知的路径中,创业者过度自信和乐观偏见起着部分中介作用。研究拓展了社会认知理论的应用领域,进一步丰富了创业管理理论,并从实践视角,有效地提高创业者再创业活动的风险感知水平,对创业扶持有着重要启示。Based on the combination of Corporate Failure Theory and Social Cognition Theory,this paper constructs the theoretical models of entrepreneurship failure cost,cognitive deviation and entrepreneurial risk cognitive relationship,and conducts an empirical test of the theoretical hypothesis through hierarchical regression model and structural formula model.The study finds that entrepreneurs’re-entrepreneurship risk perception is affected positively by their cost of entrepreneurial failure,overconfidence and optimism bias;and in the path of entrepreneurial failure costs affecting re-entrepreneurial risk perception,entrepreneurial overconfidence and optimism bias play a partially intermediary role.The study expands the application fields of social cognitive theory,further enriches the entrepreneurial management theory and effectively improves the level of re-entrepreneurial risk perception in the re-entrepreneurship activities,so the study is quite meaningful in supporting entrepreneurship.

关 键 词：再创业风险感知 创业失败成本 认知偏差 

分 类 号：F279[经济管理—企业管理]