企业家创业认知的积极情绪理论  

The Positive Affect's Theory of Entrepreneurial Cognition

作　　者：周小虎[1] 姜凤[1] 陈莹[1] 

机构地区：[1]南京理工大学经济管理学院,江苏南京210094

出　　处：《中国工业经济》2014年第8期135-147,共13页China Industrial Economics

基　　金：国家自然科学基金项目"企业家自我效能感对战略变革的影响:基于认知理论视角的实证研究"(批准号71172102/G0201)

摘　　要：创业认知从认知层面解释了企业家创业成功的原因,积极情绪作为企业家的一种心理特质会影响其认知过程,进而影响其创业成功与否。本文在Mitchell创业认知理论基础上,论证了积极情绪对创业认知的影响,并采用理论驱动案例的研究方法,选取马云及其创业历程作为研究对象,对其进行了验证和发展。本文研究发现,企业家积极情绪通过两条路径影响创业认知,即通过启发式加工影响创业意愿剧本的作用;而通过建构式加工影响创业能力剧本和创业安排剧本的功效,从而导致企业家创业意愿不断增强、创业认知范围不断扩大和创业能力不断提升。本文的研究还发现,积极情绪的不同类别对创业认知过程的影响不同,高积极情绪者与低积极情绪者往往会循着两条不同创业路径走向创业成功。本文主张在面临复杂动态环境时,企业家要形成合理的创业认知,就要注重根据自身特点,发挥各类积极情绪作用,形成多类交叉作用的积极情绪体系。Entrepreneurial cognition explains why some entrepreneurs can succeed from the cognitive perspective, as the psychological factors, the positive affect of entrepreneurs will affect his cognitive processing, and thus affect the entrepreneurial success.. In this paper, based on the previous studies, we first proposed the positive affect＇s theory framework of entrepreneurial cognition, and then by using the method of theory driven case, select the Ma and his entrepreneurial, process as the research object, through explore the case facts favorable to verify and develop the theoretical framework. After deep research, we found that the positive affect of entrepreneurs influence their entrepreneurial cognition through two paths, one is the heuristic processing to affect entrepreneurial intention script, another is the construction process to affect entrepreneurial ability script and arrangement script, and the positive affect Of entrepreneurs will eventually strengthen entrepreneurial intention, expand cognitive scope and improve entrepreneurial ability. Besides, we found two entrepreneurial path,one is alone with high positive affect,the other is with low positive affect. Different contents of positive affect of entrepreneurs have different effect on the two processes. We believe that under the complex and highly uncertain environment, entrepreneurs went to form more reasonable entrepreneurial cognition, it is necessary to pay attention to their own psychological characteristics, play all kinds of the entrepreneurial positive affect, and construct the entrepreneurial positive affect system,in which the factor of entrepreneurial positive affect effect each other.

关 键 词：积极情绪 创业认知 启发式加工 建构式加工 

分 类 号：F272[经济管理—企业管理]