创业决策的感性模式的研究.docVIP

Abstract  摘  要  创业决策作为创业过程的关键环节，关系到创业过程中机会的识别与开发， 决定着创业企业的生存和发展。创业决策理论一直是学者们关注和研究的焦点。 影响创业决策最重要的因素是环境和创业者个人特质。当代变化的竞争环境，使 得创业决策制定面临的情境也越来越复杂，创业者需要掌握和融合多种决策制定 方法来应对这种快速的变化。传统的理性决策方式已不再是决策者的唯一选择， 创业决策的感性选择方式在复杂和多变的环境中往往更有效。在资源和条件匮乏 的情况下，感性选择甚至可能是唯一的决策方法。 感性决策行为是介于本能冲动和理性决策之间的行为。这一概念说明了感性 决策是有意识的，即使是那些在潜意识过程中所做出的决策（如直觉决策），也 是有意识的。在环境比较稳定、数据比较可靠和结构化程度较高的情境下，决策 者更倾向于使用理性的决策方法；而当企业面临资源受限制、时间非常紧迫或需 要开发新技术时，决策者就可以适当的使用感性的决策方法。在这里需要指出的 是，不同的决策者在选择方法时可能有不同的偏好，但这两种方式并不是互相对 立的，而应该是相辅相成的。 本文以经济学和认知心理学理论为基础，阐述了创业决策感性选择的两种不 同方式，并分别通过实证方法和理论方法研究了直觉模式和即兴模式的主要影响 因素。最后，为了更清楚的了解创业决策的感性模式，本文将其与理性模式进行 了对比和综合分析。  关键词：创业决策  感性选择  创业过程  直觉  即兴  III Abstract ABSTRACT Entrepreneurial decision-making as the key to entrepreneurial process is related to the identification and development of opportunity in entrepreneurial process. And it determines the survival and development of start-ups. Entrepreneurial decision-making theory has been the hot topic of scholars’ study. The most important factors in entrepreneurial decision-making are environment and the entrepreneurs’ characteristics .The environment in which entrepreneurial decision-making faced of is rapid and competitive, making the situation more and more complex. So entrepreneurs need to integrate a variety of ways of decision-making to deal with this rapid change. The traditional way of rational decision-making is no longer the only choice for entrepreneurs, perceptual approach of entrepreneurial decision-making are often more effective in the complex and changing environment. In the condition of lack of resources, perceptual choice may even be the only way. Perceptual decision-making is between instinctive and rational behavior. This concept describes the Perceptual decision-making is a conscious process, even those made in the subconscious decision-making process (such as the intuitive decision-making) is also conscious. In face of relatively stable environment, reliable data and higher levels of structured situation