Effects Of Cognitive Fit/Misfit Of Entrepreneur On Satisfaction And Intention To Exit

The Second Conference on Entrepreneurial Cognition was held at the Ivey Business School at the University of Western Ontario, Canada (fall,2005). Subsequently Professors at that convention like Ronald and Lowell(2007) spent some time working on the central questions in entrepreneurial cognition in further , discussing, rethinking and summarizing a variety of research questions that are germane to the area. They think all issues seem to be under a simple four-word query:"How do entrepreneurs think?"i.e. the mode of thinking of entrepreneur. This core question can also be well explained by the word metacognition. The psychological academic names this kind of study as cognitive style. And then more and more scholars in economy have given priority to it and been making their great effort on combining cognitive style and entrepreneurial study. The cognitive style of entrepreneur as a new research way for entrepreneur appears on the academic stage at last. In a sure way, however, the entrepreneur's cognitive style can not bring them direct incomes or achievements. In fact, different kinds of cognitive style of entrepreneur could not overcome to each other and there is no good or bad when being estimated. In virtue of existence of bottleneck problem in result from cognitive deviation, modern scholars propose the subject of cognitive style fit/misfit of entrepreneur.This study aims to quest for whether or not the cognitive style fit/misfit of entrepreneur imposes effects on satisfaction and intention to exit, and in what kind of way if so. In the first place, on the basis of reviewing and drawing at the relevant literatures home and abroad, the paper begins with a few core theories: the cognitive style of entrepreneur, the cognitive style fit/misfit of entrepreneur, and so on. In which, the issue of cognitive style fit/misfit of entrepreneur is made a special effort to investigate and study, and beyond the effort some perspectives and opinions from recent scholars about this core issue are introduced. In the next place, based on the summary of the study before, the main viewpoints on the relationship between these variables are brought forward, followed by the study model of this paper as well. This model makes an attempt on combining the cognitive style fit/misfit of entrepreneur and satisfaction and intention to analyze the inter-relationship of them and shows out by hypotheses of this model. At last, 92 entrepreneurs from HengYang city, Hunan province are chosen as respondents. This study obtains survey data and information by means of questionnaire. By using SPSS17.0 statistical software to process these statistical data and work on empirical test, following conclusions are drawn upon at the end: the interaction condition of the cognitive style of entrepreneur and corporate structure is positive to entrepreneur'satisfaction;meanwhile, the condition doesn't produce bad effects on intention to exit of entrepreneur.