基于认知视角的创业机会发展过程研究

理性创业时代背景下，如何把握创业机会已成为创业者普遍关心的问题。选取34位创业者作为研究样本，运用文本挖掘和多案例匹配分析方法对创业机会发展过程进行分析、编码，探究创业行为背后的认知机制。研究发现，在机会发现或创造阶段，创业者通过反事实思维推动的创业警觉和创业拼凑两种途径形成创意，并经过新旧认知体系的排斥与趋同形成心智模型，以揭示创业机会发现或创造的认知机制；在机会评估阶段，创业者通过对风险—收益感觉与知觉的多轮反复交互，形成第一人称机会信念和第三人称机会评估，由此揭示创业机会评估的认知机制；在机会开发阶段，创业者形成机会开发内外两种机制，外在机制围绕“探索导向—商业模式创新—新企业成长”展开，内在机制围绕换位思考、效果推理等认知因素推动企业创新、资源获取展开。结论对丰富创业认知理论和管理实践具有重要意义。

The Process Model of Entrepreneurial Opportunity Development from the Perspective of Cognition

How to grasp the opportunities of entrepreneurship in the context of rational entrepreneurship has become a common concern of entrepreneurs. 34 entrepreneurs were selected as research samples,and text mining and multi-case matching analysis were used to analyze and encode the development process of entrepreneurial opportunities,so as to explore the cognitive mechanism behind entrepreneurial behavior. The research results show that in the stage of opportunity discovery,entrepreneurs use the anti-factual thinking to promote entrepreneurial vigilance and entrepreneurial patchwork to form ideas,and through the rejection and convergence of old and new cognitive systems to form a mental model to reveal entrepreneurial opportunities. In the opportunity assessment stage,entrepreneurs reveal the cognitive mechanism of entrepreneurial opportunity assessment through multiple rounds of repeated interactions between risk and benefit perception and perception to form first-person opportunity beliefs and third-person opportunity assessments. In the opportunity development stage,entrepreneurs have formed opportunities to develop internal and external mechanisms. The external mechanism is centered on “exploration-oriented-business model innovation-new enterprise growth”,and the internal mechanism is centered around the cognitive factors such as empathy and effect reasoning. The results have important theoretical and practical value for promoting the development of related research on entrepreneurial cognition theory.