创业营销对创业绩效的影响研究:一个有调节的中介模型

先前学者们对于创业营销的研究大多聚焦于定性研究,文章从创业营销的创业导向与市场导向入手,通过实证研究的方法探究创业营销对创业绩效的提升机制。以创业导向作为自变量、市场导向作为中介变量、顾客导向为调节变量,构建一个有调节的中介模型。通过问卷搜集中国297家企业的数据检验假设,结果表明:创业导向、市场导向均正向影响创业绩效,且当市场导向作为中介变量时,对两者之间对创业绩效的总效应更加明显;顾客导向的调节作用并不明显。最后,提出了管理建议与未来的研究方向。

An Empirical Research on the Effect of Entrepreneurial Marketing on Entrepreneurial Performance:A Mediated Moderation Model

Most of the previous scholars′research on entrepreneurial marketing focused on qualitative research,however,this article explores the mechanism of entrepreneurial marketing by empirical research.Here entrepreneurial orientation is a independent variable,market orientation is a moderator,and customer orientation is a mediator.Basing on these it builds a moderated mediation model.Utilizing data of 297 firms from China to testify this model.The empirical results show that the entrepreneurial orientation and market orientation have positive influence on entrepreneurial performance,meanwhile market orientation partially mediates the relationship between entrepreneurial orientation and entrepreneurial performance,but customer orientation has no moderator effect.In the end,it discusses some managerial implications and future research prospects.