The Effect Mechanism Of Entrepreneurial Emotion On Entrepreneurial Decision-making

Entrepreneurship has become a common phenomenon in our country.Throughout the whole process of entrepreneurial activities,it is known that entrepreneurial decision-making is one of the most important components of entrepreneurial activities.Because of the entrepreneurs' decision-making mistakes,many companies often go bankrupt in the end,and with the rapid development of entrepreneurial behavior theory,studying the decision-making mechanism behind entrepreneurial behaviors is very important.But throughout the literatures of the entrepreneurial decision-making,we could find that the present scholars are more from the rational perspective to study entrepreneurial decision-making and less attention to irrational factors,such as emotion.However,entrepreneurial practice shows that emotion can make a significant impact on entrepreneurial decision-making.And entrepreneurs' cognitive impact on entrepreneurial decision-making.But there are few scholars study how the entrepreneurs' affect influence their entrepreneurial cognition,thereby affecting entrepreneurial decision-making.This paper combines with China entrepreneurial situations,based on the theory of entrepreneurial emotion,entrepreneurial cognition and entrepreneurial decision-making,constructed a conceptual cooperation mode between entrepreneurial emotion and entrepreneurial decision-making,and carried out a research into the intermediary mechanism of entrepreneurial cognition.Fusioning the depth case interviews and the questionnaire to survey a sample of 322 entrepreneurs,we use the method of multiple regression to analysis the empirical relationship model and theoretical assumptions.This main research results are as follows:(1)Entrepreneurial emotion has a significant impact on entrepreneurial decision-making.Moderate positive emotion has a significant positive impact on accuracy and identification of entrepreneurial decision-making,but too high entrepreneurial positive emotion has no significant impact on speed of entrepreneurial decision-making.Entrepreneurial negative emotion has a significant negative impact on entrepreneurial decision-making;(2)Entrepreneurial emotion has a significant impact on entrepreneurial cognition. Moderate positive emotion has a significant positive impact on entrepreneurial preparation scripts and ability scripts,but too high entrepreneurial positive emotion has no significant impact on entrepreneurial intention scripts.Entrepreneurial negative emotion has a significant negative impact on entrepreneurial intention scripts and entrepreneurial preparation scripts,but there is no significant impact on the entrepreneurial ability scripts;(3)Entrepreneurial cognition has a significant positive impact on entrepreneurial decision-making.Entrepreneurial preparation scripts and ability scripts are beneficial to improve the accuracy and identification of entrepreneurial decision making,and entrepreneurial willingness script is conducive to improving the speed of entrepreneurial decision making;(4)Entrepreneurial cognition play a partial intermediary effect between entrepreneurial emotion and entrepreneurial decision-making.Based on the empirical results,this paper points out that entrepreneurs should match the entrepreneurial cognition according to different degree of entrepreneurial emotion,in order to achieve business success.