创业意愿与创业行为失衡:损失厌恶的视角  

Imbalance Between Entrepreneurial Willingness and Entrepreneurial Behavior:a Loss Aversion Perspective

作　　者：何良兴 刘彩珠 薛刘洋 HE Liang-xing;LIU Cai-zhu;XUE Liu-yang(School of Business Administration,Nanjing University of Finance and Economics,Nanjing 210023,Jiangsu;School of Business,Nankai University,Tianjin 300071)

机构地区：[1]南京财经大学工商管理学院,江苏南京210023 [2]南开大学商学院,天津300071

出　　处：《江苏商论》2024年第8期125-131,共7页Jiangsu Commercial Forum

基　　金：国家自然科学基金青年项目:理性还是冲动?不确定环境下的创业意愿与创业行为不一致性研究(72102100);国家自然科学基金青年项目:损失情境下资源保存启发式与新创企业资源演化机理(72202055);南京财经大学教学改革课题:基于可承担损失驱动的大学生创业行为生成机制和逻辑设计研究;南京财经大学高等教育及改革发展研究课题:基于低成本试错的大学生创业意愿向创业行为转化机制研究(GJGF202228);江苏省高等教育教学改革研究课题:财经类高校大学生创新创业教育模式及综合素质培养理论研究与实践(2021JSJG391)。

摘　　要：在诸多具有创业意愿的个体中,为何只有很少一部分人产生了创业行为?研究以行为阶段理论为基础,将其与损失厌恶整合,构建了一个有调节的中介模型,以揭示创业意愿与行为失衡的中间路径和调节机制。对235位受访者使用Bootstrap方法进行实证研究,结果表明:执行意愿是解释创业意愿与行为失衡的重要路径;损失厌恶在不同阶段表现出不同作用状态,即负向调节创业目标意愿对创业行为的积极作用、正向调节创业执行意愿对创业行为的积极作用;损失厌恶在不同水平下,创业执行意愿均发挥中介效应,即显著存在创业意愿与行为关系的有调节中介效应。研究不仅拓展了创业意愿和行为的研究边界,还为创业活动提供了一定的管理启示。Among many individuals with entrepreneurial intentions,why is only a small portion of them engaged in entrepreneurial behavior?Based on the theory of behavioral stages,this study integrates it with loss aversion and constructs a moderated mediation model to reveal the intermediate path and regulatory mechanism of the imbalance between entrepreneurial intention and behavior.An empirical study was conducted using the Bootstrap method on 235 respondents,and the results showed that execution intention is an important pathway to explain the imbalance between entrepreneurial intention and behavior;Loss aversion exhibits different functional states at different stages,namely the positive effect of negative regulation of entrepreneurial goal intention on entrepreneurial behavior,and the positive effect of positive regulation of entrepreneurial execution intention on entrepreneurial behavior;Loss aversion has a mediating effect on entrepreneurial execution intention at different levels,indicating a significant moderating mediating effect between entrepreneurial intention and behavior.The research not only expands the research boundaries of entrepreneurial willingness and behavior,but also provides certain management insights for entrepreneurial activities.

关 键 词：创业目标意愿 创业执行意愿 创业行为 行为阶段理论 损失厌恶 

分 类 号：F279.1[经济管理—企业管理]