Entrepreneurial Cognition Decision Making Research On Culture

The function of entrepreneurship driving economic development becomes more and more noticeable. As the beginning of entrepreneurial process, entrepreneurial decision making is one of key points to entrepreneurial behavior, and effected by many inside and outside factors. The academic researches of entrepreneurship and decision have pay attention to cultural as environmental element; and it is impossible to ignore that cognition as individual factor redounds to explain entrepreneurial behavior. Some issues are exposed though review:(1) Culture-decision making research samply describes group difference in the first level and the second level study-how culture effect decision making is so lack; (2) Risk propensity grounding on personality theory is inexplainable entrepreneurial decision making so as to be criticized; (3) As "entrepreneurship is process", self-efficiency theory need to extend more aspects in entrepreneurship domain not only entrepreneurial intention and entrepreneurial performance; (4) Regard as acceptance-rejection decision task, entrepreneurial decision have many unknown issues, such as which factors will influence this type decision, and how about the effect considering Chiense cognition of risk? The present research conducted a series studies to account for these questions.Study 1 constructed frame of culture-entrepreneurial decision making on the culture-decision making and culture-entrepreneurship field, investigated impact of regional culture to entrepreneurial risk perception and decision making. Different, redefined risk propensity to "tendency" instead "traits or characteristics" and test the action of risk propensity and entrepreneurial self-efficiency in entrepreneurial decision making process. Rusults showed that difference cultural factors among regions varied and had different influences on entrepreneurial risk perception and decision making; and during entrepreneurial decision making process, risk propensity had positively effect and partially mediated by entrepreneurial risk perception, and entrepreneurial self-efficiency also had positively impact.Study 2 discussed the effect of entrepreneurial self-efficacy on entrepreneurial decision making by experiment. Results indicated that industrial experience affected entrepreneurial self-efficacy, and the main effect and interaction with risk perception of entrepreneurial self-efficacy were existed on entrepreneurial decision making.Study 3 focused on relationship of decision making and risk perception expressed by probabilities of anticipant entrepreneurial outcomes as gain, balance or loss in risk and ambiguity decision scenes basing on characteristic of acceptance-rejection decision task and Chinese congnitive of risk. Results revealed influencens of acceptance gain probability had intenser than probability of loss, and react time of making entrepreneurial decision in risk situation longer than ambiguity condition.The academic contributions of present research were as follows:(1) Exploring the effect of cultural facors to entrepreneurial decision in the second level from cultural perspective; (2) Redefining risk propensity to "tendency" and confirming its influence in order to avoid to deny risk propensity prematurely in entrepreneurial decision making process; (3) According self-efficacy theory, introducing entrepreneurial self-efficacy into entrepreneurial decision making process and proving the positive effect and ineraction with risk perception and expand the application of cognition theory in entrepreneurship domain; (4) Considering Chinese congnitive characteristic of risk, acquainting various risk perception affect entrepreneurial choice based on improving decision type (acceptance-rejection decision task), decision scene (risk and ambiguity situation) and anticipant outcomes (gain, loss and balance).The conclusion would meaning to entrepreneurial practice: providing theoretical reference to build entrepreneurial culture; affording guidance to entrepreneurial course design and teaching in entrepreneurial education.