A Study On The Impact Of Individual Factors On Perceived Feasibility Of Internet Entrepreneurship

Research on entrepreneurial decision has attracted widespread attention. As a result of individual cognition is different, the ultimate entrepreneurial decision is also different. Shapero (1982) proposed feasibility of perception to measure entrepreneurial decision, to reflect the cognitive differences.At present, the study about business decision-making focuses on the characteristics of entrepreneurs, entrepreneurial behavior and business environment, lacks on the entrepreneurial opportunity recognition affects in detail; the object of study is based on small business owners and private property owners who used the traditional mode of operation, while the study on people using network entrepreneurship was less. Based on the opportunity and cognitive perspective, this study analyses the influence of individual factors in business decision-making process, examines the intermediary role of business opportunity identification, discuss process of network entrepreneurial decision-making.This study uses literature review and survey methods. By reading the literature, combined with the characteristics of the entrepreneurs, it summarizes individual factors as entrepreneurial motivation, risk-taking, self-control source, the network business knowledge, expected returns and resource endowment of six dimensions; business opportunity identification includes two dimensions that are the profitability and the feasibility of identifying; business decision-making places a direct reflection of perceived feasibility of entrepreneurship. Through questionnaires which were issued to those people whose shop are online, we obtain research data. This essay uses statistical analysis software, to ensure the reliability and validity of the questionnaire, based on the analysis of variance, factor analysis and regression analysis and so on to verify the function of individual factors of network entrepreneurs on decision-making process and the intermediary role of entrepreneurial opportunity identification. Combinating the hypotheses and results of statistical analysis, it draws the following conclusions:First, entrepreneurial motivation, risk-taking, network business knowledge, expected rewards and resource endowment on the process of entrepreneurial opportunity recognition have important influence, the source of self-control is not significant. Correlation and regression analysis show that entrepreneurial motivation, business knowledge and expected returns in the identification business opportunities of network entrepreneurs, have significant impact to business profitability; risk, network business knowledge and natural resources, have positive impact to the feasibility of entrepreneurial opportunities identification. Self-control source has no significant impact to identify network business opportunity.Second, entrepreneurial motivation, risk-taking and network entrepreneurial knowledge affect the feasibility of perception which directly reflects the entrepreneurial business decisions, and the effect of self-control source, venture returns and resource endowments is not significant.Third, entrepreneurial opportunity identification and perceived feasibility of entrepreneurship have a significant impact each other, and individual factors identified by the role of entrepreneurial opportunities in the business feasibility of perception. Entrepreneurial opportunity recognition acts as intermediary role between the individual factors such as entrepreneurship motivation, risk-taking, entrepreneurial knowledge, network and business feasibility perception, but the impact of source of self-control, expected returns and the resource endowments is not confirmed.In the above conclusions, this essay gives targeted policies and proposals. As to this new venture for the network mode of operation, business management agencies can set up dedicated business platforms for entrepreneurs or give potential entrepreneurs means of information exchange, increase their probability of discovery of entrepreneurial opportunities and entrepreneurial opportunity recognition accuracy; Universities and some education training institutions can set up entrepreneurship education courses and simulation training to enhance the ability of potential entrepreneurs, such as risk tolerance; as potential entrepreneurs or entrepreneurs, they mainly improve their ability to status quo by improving their ability, with the guidance of right entrepreneurial motivation, they are learning acquisition and accumulation of entrepreneurial resources and capabilities, identifying more valuable business opportunities in order to improve the accuracy of their business decision-making.