在线社交网络互动有助于创业机会的识别吗*——基于网络信任双维度视角

本文借鉴S（刺激）—O（有机体）—R（反应）理论框架，构建了在线社交网络互动、网络信任与创业机会识别关系的理论模型，采集了长三角512份创业企业样本,通过多层回归分析对三者之间作用机理及匹配关系进行实证检验。研究发现：首先,在线社交网络互动对创业机会的形成产生直接的积极作用，其中，与异质性社交网络互动有利于创新型机会的识别,与同质化社交网络互动则促进模仿型机会的识别；其次,在线社交网络互动还通过网络信任间接地促进创业机会的识别，其中认知信任在异质性网络互动与创新型机会识别间起着部分中介作用，情感信任则在同质化网络互动与模仿型机会识别中起着部分中介作用。

IS ONLINE SOCIAL NETWORK INTERACTION HELPFUL FOR THE ENTREPRENEURIAL OPPORTUNITIES RECOGNITION——Based on the Two dimensional Perspective of Network Trust

Based on the S (stimulus)-O (organism)-R (response) theoretical framework, this paper constructed a theoretical model of the relationship between online social network interaction, network trust and entrepreneurial opportunity identification, collected 512 samples of entrepreneurial enterprises in the Yangtze river delta, and empirically tested the interaction mechanism and matching relationship among the three through multi level regression analysis The results show that: first, online social network interaction has a direct and positive effect on the formation of entrepreneurial opportunities Among them, interaction with heterogeneous social networks is conducive to the identification of innovative opportunities, while interaction with homogeneous social networks promotes the identification of imitative opportunities Secondly, online social network interaction also indirectly promotes the identification of entrepreneurial opportunities through network trust