A Study On The Relationship Between Personal Traits Of Extroversion And Openness To Experience And Entrepreneurial Opportunity Evaluation

Entrepreneurial activities exert a vital role in the process of the development of economy and society,contributing a lot to promote social innovation and economic development.The increase in intensity of entrepreneurial activity seems to be associated with technological development and social development.As an upper stage of the entrepreneurial activities,entrepreneurial opportunities play an important role during entrepreneurial activities.Meanwhile,the identification and evaluation of entrepreneurial opportunities act as the core part of entrepreneurial opportunities.As a consequence,the important role of entrepreneurial opportunities during the process of entrepreneurial activities has been recognized.Research concerned with entrepreneurial opportunities has also been conducted enormously,and scholars have brought their abundant theories and research results.Researches about entrepreneur activities seem to be abounding,while researches about the evaluation of entrepreneurial opportunities tend to be much less.Mcmullen&Shepherd(2006)offered the opinion that the process of the identification of entrepreneurial opportunity can be divided into two phases,namely paying attention on entrepreneurial opportunities and evaluating entrepreneurial opportunities evaluation.The phase of paying attention on entrepreneurial opportunities determines whether the related information can be perceived by entrepreneurs,while the phase of evaluating entrepreneurial opportunities determines whether the entrepreneur will develop the opportunity further.The two phases are closely linked meanwhile.The more attention is paid to related information about entrepreneurial opportunities and the more innovatively the information is processed,the higher the evaluation tends to be.Previous studies have verified that emotion tend to exert an important role during the process of the identification of entrepreneurial opportunities,such researches as Sanfey and his partners have proved the important impact of emotion have during the process of evaluation of entrepreneurial activities in 2003,During the process that emotion exerts influence in entrepreneurial activities,positive emotions tend to strengthen the intensity of entrepreneurial activities,while negative emotions inhibits the intensity of the entrepreneurial activities(Hayton&Cholakova,2012;Higgins,2005;Foo,2009;Lerner&Keltner(2001).The paper,concentrating on the association between extroversion of personality traits with positive emotional state and based on the theory of Affect Infusion Model?Affect As Information?the Discovery theory of entrepreneurial opportunities?Valence-instrumentality-expectancy and Self-efficacy,aims to research the relationship between the personal traits of extraversion and open to experience and the evaluation of entrepreneurial opportunities.What is more,the paper introduces the moderate role of prior knowledge brought about by education background and the mediate role of entrepreneurial alertness.The paper vindicates the positive relationship between personality traits of open to experience and entrepreneurial opportunity evaluation,and the results that prior knowledge brought about by education background moderates the relationship between personality traits of open to experience and entrepreneurial opportunity evaluation positively,entrepreneurial alertness partial mediates the relationship between personality traits of open to experience and entrepreneurial opportunity evaluation.As follows are the structures of this paper.In the first part,the background surroundings of the research will be discussed and then the paper put forward the questions to be researched and the theoretical and practical implications the research may have.In the second part,the related concepts and theories will be clarified and related prior research will be reviewed.In the third part,combined with the corresponding theory and the purpose of the research,the research hypothesis and framework then will be put forward.In the fourth part,methods and design of the research will be explained.The variables involved in the research will be explained and clarified.In the fifth part,results of this paper will be summarized.Finally,the paper will articulate the conclusions of the research.The backward of the research will be discussed and at the same time suggestions about the possible direction of research in the future will be brought about and discussed.