反事实思维在创业机会识别过程中的作用机制——基于大学生创业的双案例分析

The Mechanism of Counterfactual Thinking on Entrepreneurial Opportunity Identification : A Case Study Based on College Students" Entrepreneurship

摘要:

创业者如何识别出创新性的机会是创业研究关注的重点和难点。认知视角下的研究开始考察创业者的思维方式在机会识别中的作用。反事实思维基于对现实中异常或独特现象的反思、否定以构建各种可能性假设。在机会识别过程中,创业者通过反事实思维试验和测试各种不同的因果逻辑链条、打破现有的“目的—手段”关系框架,构建多种替代方案,有助于帮助创业者有效评估并识别创新性的机会。结合也行动漫和3D彩绘的案例,分析创业者在机会识别过程中的反事实思维是如何激活、构建和评估,以便发现创业者采取什么类型的反事实思维能够更好、更快地识别出创新性的机会。

Abstract:

It is important and difficult for research that how entrepreneurs identify innovative opportunities. From cognitive perspective scholars begins to examine the role of entrepreneurs" way of thinking in identifying opportunities. Counterfactual thinking is based on the reflection of the anomalous or unique phenomena in reality, and negates to construct various possible hypotheses. In the process of opportunity identification, entrepreneurs test and test different chains of causal logic through counterfactual thinking, by breaking the existing "mean-ends" relational framework and constructing alternative solutions to help entrepreneurs evaluate and identify innovative opportunities. Based the case of YeXing Anime and 3D Painting, the study analyzed that how counterfactual thinking is activated, constructed and evaluated in the process of opportunity identification. Especially the study try to find out what type of counterfactual thinking for entrepreneurs to better and faster identify innovative opportunities.