| This paper proposes "What is the cognitive process of entrepreneurs and what is the mechanism of the recognition and exploitation of opportunities in the context of digital entrepreneurship?" by focusing on the topic of "recognizing and exploiting entrepreneurial opportunities" and the role of entrepreneur cognition in the context of digital entrepreneurship.Based on this research question,the related theories and literatures on digital entrepreneurship,opportunity recognition and exploitation,and entrepreneurial cognition are reviewed.This paper argues that the existing theories and literatures have the following shortcomings:Firstly,for entrepreneurs,there are few studies on cognitive processes,and too much research has focused on the research of entrepreneurial cognition itself,while relatively neglecting the development of entrepreneurs' cognitive processes.Secondly,there are few studies on the thinking and reasoning mechanism of entrepreneurs' cognitive process.The existing research has over-emphasized the influence of entrepreneurial cognitive bias or perceived bias on entrepreneurial behavior,while relatively neglecting the concern of entrepreneurs'process thinking and reasoning mechanisms.Thirdly,there are few studies on the integration of digital entrepreneurial situations,entrepreneurial cognition and entrepreneurial opportunities.Therefore,based on the basic logic of"scenario-think-behavior" for entrepreneurial cognition research,this paper intends to explore the mechanism of opportunity recognition and exploitation under the background of digital entrepreneurship from the perspective of entrepreneurs'cognition to make up for the shortcomings of previous theories.First of all,in the third chapter,this paper conducts qualitative research on the influencing factors of opportunity recognition and exploitation under the background of digital entrepreneurship,and 12 well-known digital entrepreneurs are analyzed by text mining software.The word frequency analysis and semantic network analysis are carried out.Then,through the multi-case analysis method based on grounded theory,five digital entrepreneurs were interviewed and investigated.In the course of the research,based on grounded theory,focusing on analyzing its key events in the process of opportunity recognition and exploitation,and adopting key events provide an in-depth look at the cognitive processes of entrepreneurs.Then,through the three-level coding technology of grounded theory,the cognitive process model of opportunity recognition and exploitation under the background of digital entrepreneurship is refined.Then,the influencing factors of text mining and refining are matched with the concept categories of multi-case analysis and refinement.The matching results are used to correct the cognitive process model of opportunity recognition and exploitation under the background of digital entrepreneurship,and the final conceptual model is obtained.Secondly,the fourth chapter of this paper constructs and tests the theoretical model of the opportunity discovery stage in the overall cognitive process model proposed in Chapter 3.Afterwards,an empirical test was conducted on a questionnaire survey of 212 digital entrepreneurs.The research finds that:?entrepreneur's counterfactual thinking has a positive impact on the recognition of entrepreneurial opportunities;? entrepreneurial alertness plays a mediating role between counterfactual thinking and entrepreneurial opportunity recognition;?trait-promoting regulatory focus plays a positive moderating role in the relationship between counterfactual thinking and entrepreneurial opportunity recognition,and trait-preventing regulatory focus plays a negative moderating role in the relationship between counterfactual thinking and entrepreneurial opportunity recognition.The moderating effect of environmental uncertainty on the relationship between counterfactual thinking and entrepreneurial opportunity recognition is not significant.Thirdly,the fifth chapter of this paper constructs and tests the theoretical model of the opportunity assessment stage in the overall cognitive process model proposed in Chapter 3.Afterwards,an empirical test was conducted on a questionnaire survey of 138 digital entrepreneurs.The study found that:?entrepreneur's environmental attention has a positive impact on opportunity belief;?opportunity innovation plays a mediating role between environmental attention and opportunity belief;?Knowledge integration ability has a negative moderating effect on the relationship between environmental attention and opportunity innovation,and it also has a negative moderating effect on the relationship between environmental attention and opportunity belief,as well as on the mediating effect of environmental attention through opportunity innovation.Fourthly,the sixth chapter of this paper constructs and tests the theoretical model of the opportunity exploitation stage in the overall cognitive process model proposed in Chapter 3.Afterwards,an empirical test was conducted on a questionnaire survey of 178 digital entrepreneurs.The research finds that:? entrepreneurs' user perspective taking has a positive impact on business model content innovation;?entrepreneurial creativity plays a mediating role between entrepreneurs' user perspective taking and business model content innovation;?business model content innovation has a positive impact on the growth of new enterprises,entrepreneurs' user perspective taking indirectly affects the growth of new business through business model content innovation.At the same time,entrepreneurial creativity and business model content innovation has a continuous mediation effect between entrepreneurs'user perspective taking and new business growth;?Cognitive monitoring plays a positive moderating role in the relationship between entrepreneurs' user perspective taking and business model content innovation.Finally,based on the empirical results of Chapters 4,5 and 6,this paper summarizes the mechanism analysis of the three stages and the general cognitive process model proposed in Chapter 3.Under the guidance of the overall research framework of Chapter 2,the overall research model of opportunity recognition and exploitation under the background of digital entrepreneurship is constructed from the aspects of research development stage,basic logic,main variables,theoretical model,mechanism of action,research results and conclusions.In a word,the theoretical contribution of this paper is mainly reflected in the following aspects:Firstly,it promotes the research on entrepreneurial cognition and behavior process under the background of digital entrepreneurship;secondly,it interprets the cognitive causes and the evolution law of the opportunity discovery stage under the background of digital entrepreneurship;thirdly,it clarify the decision criteria and influencing factors in the opportunity evaluation stage under the background of digital entrepreneurship;fourthly,it explores the cognitive factors and the impact mechanism of the opportunity exploitation stage under the background of digital entrepreneurship.On this basis,this study finds some inspirations for practice,mainly in the following aspects:Firstly,under the background of digital entrepreneurship,entrepreneurs should carry out counterfactual thinking in response to environmental uncertainty in the process of opportunity recognition;secondly,under the background of digital entrepreneurship,entrepreneurs should allocate more attention to the environment than their own knowledge structure when they evaluate opportunities;thirdly,under the background of digital entrepreneurship,entrepreneurs should be more perspective taking with users when they exploit opportunities.By using methods of cognitive monitoring,they will further promote the innovation of business model content and promote the growth of new enterprises. |
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