| Our government attaches great importance to entrepreneurship which stimulate more and more people to be engaged in entrepreneurship.However entrepreneurship is business activities carried out in the environment with highly uncertain,especially with the highly uncertainty of customer demand,which causes entrepreneurship has a very high failure rate.In order to achieve the success of entrepreneurship,new venture need to constantly interact with customers,and adjust the supply of products and services,then builds a value proposition that can satisfy customers to effectively improve new venture performance.Therefore,it has important research value to introduce the value proposition relevant construct and be in depth at the mechanism of how new venture performance is influenced by interaction orientation.In this background,this paper reviews the existing literature of the interaction orientation,value propositions change,product-market familiarity,representativeness bias and new venture performance,and puts forward the positive effect from interaction orientation to new venture performance,the mediating role of value propositions change and the moderating role of perceived product-market familiarity and representativeness bias.Next,this paper collectes 217 valid questionnaires mainly from new venture in the Beijing-Tianjin-Hebei and Shandong province by the questionnaire survey,and uses the structural equation mode,regression analysis to empirically test the hypothesis.According to the analysis,this paper puts forward three suggestions to improve new venture performance including improve interaction orientation level,adjust value propositions according to the interaction with customers and effectively uses products-market familiarity and representativeness bias.The conclusion of this paper helps deepen the mechanism of interaction orientation influences new venture performance and inspire entrepreneurship practice also has certain reference value. |
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