The Influence Of Female Stereotypes On The Evaluation Of Entrepreneurship Opportunity

With the development of society and the progress of time,women's education has been greatly improved,and so as the women's independent consciousness.Women also have more and more right to speak in social economic activities,and they begin to abandon the role as housewives in traditional concept and join in the tide of entrepreneurship.More and more women become entrepreneurs,and the situation that there are only male entrepreneurs is slowly changing.Women entrepreneurs began to appear as a special group,but compared with male entrepreneurs,they still occupy a relatively small proportion.Then we have to think what are the factors affecting women's entrepreneurial choices,what are the conceptual differences in entrepreneurial women and other traditional women,and how this conceptual differences affect their understanding of entrepreneurial opportunities.Domestic and foreign scholars' researches show that,stereotype is widespread in the field of entrepreneurship and has a significant impact on entrepreneurial opportunity evaluation;stereotype has also been widely used to interpret the gender differences in the field of entrepreneurship.But the author finds that the current study has two deficiencies.Firstly,most of the existing research is based on the entrepreneurial cognition view.They use stereotype to explain the opportunity recognition mechanism,but how the stereotype affects the entrepreneurial opportunity evaluation is less concerned.Secondly,the existing studies of effects of stereotype on opportunity evaluation are correlation analysis based on men's and women's biological sex division,and there is no comparative analysis within the women's internal group.This study introduces the "social gender concept" and "stereotype activation theory",and divides the women group into two categories:modern women and traditional women,according to the differences in the social gender.Questionnaire experiment method and variance analysis method are used In the survey questionnaire,different stereotype content is added and 428 female college and graduate students in Nanjing,universities are asked to answer the social gender concept scale and opportunity evaluation scale.The data is used to study the three interaction of "modern women(traditional women)entrepreneurship stereotype?stereotype activation methods and female social gender concept on the effect mechanism of the opportunity evaluation.The main conclusions are as follows:for the "modern women entrepreneurship"stereotype,implicit activation method will make the modern women give higher opportunity evaluation than traditional women,and open activation method will make the traditional women give higher opportunity evaluation than modern women;for the"traditional women entrepreneurship" stereotype,implicit and open activation method have no significant effect on opportunity evaluation.The significance of this paper are as follows:firstly,this study applies the concept of social gender theory and stereotype activation theory to the comparative study of difference in opportunity evaluation by different women,thus enriching the application of sociology theory in women entrepreneurship study.secondly,this paper discusses the influence mechanism of entrepreneurship women stereotype in the traditional concept on entrepreneurial opportunity evaluation,so the conclusion of the paper is expected to provide guidance on encouraging women entrepreneurship for the government and the media.