Research On The Influence Of Heuristic Decision On The Entrepreneurial Performance Of Small And Micro Enterprises

Along with the wave of China's "Entrepreneurship for All",a large number of start-ups have been ruthlessly eliminated,especially small and micro-startups,and the high elimination rate has attracted the attention of scholars.The most important reason for the high entrepreneurial failure rate of small and micro enterprises is also attributed to the uncertainty of the entrepreneurial situation.Uncertainty is the essence of entrepreneurial situations,which profoundly affects entrepreneurial activities.Due to uncertainty,traditional decision-making methods in management activities have been difficult to apply to entrepreneurial activities.In this context,Busenitz&Barney first introduced heuristic decision-making into entrepreneurial activities.They found that entrepreneurs are different from ordinary managers in their research,and they prefer to use heuristic methods in the decision-making process to cope with the uncertainty of entrepreneurial situations.For small and micro enterprises,they are more deeply influenced by uncertainty.Heuristic methods can help small and micro enterprise entrepreneurs to cope with the uncertainty in the entrepreneurial process and improve the success rate of entrepreneurship.Based on the literature review of heuristic decision-making,entrepreneur human capital and entrepreneurial performance,this paper constructs an application model of heuristic decision-making that influences entrepreneurial human capital as a regulatory variable.And put forward the corresponding hypothesis,then draw on the existing mature scale design questionnaire survey,obtain the first-hand data by issuing questionnaires to small and micro enterprise entrepreneurs,use SPSS software for correlation analysis and regression analysis,verify the research hypothesis of this paper,and draw the paper Research conclusions and implications.The final research results show that heuristic decision-making has a positive effect on entrepreneurial performance of small and micro enterprises.Over-confidence and representative heuristics are the most commonly used heuristics for entrepreneurs.They have a positive impact on entrepreneurial performance.Entrepreneur human capital Positive adjustment between heuristic decision-making and entrepreneurial performance.The research results enrich the research of heuristic decision-making in the field of entrepreneurship,and prove the positive influence of heuristic decision-making on the entrepreneurial performance of small and micro enterprises.The research results broaden the boundary conditions of the mechanism of heuristic decision-making on entrepreneurial performance,and prove the human capital of entrepreneurs.Significant adjustment between heuristic decision-making and entrepreneurial performance relationships.The research conclusions suggest that entrepreneurs should correctly treat heuristic methods in decision-making,and inspire entrepreneurs to continuously improve their own human capital levels and improve decision-making effects.