Influence Of GUANXI Culture On Partnership Venturing Partner Selection: An Experiment Neuroscience And Social Network Analysis

In 1985, Peter F. Drucker put forward the concept of Entrepreneurial economy. In the start-up stage, however, entrepreneurs are often restricted by factors like capital, technology,regulations,and personal skills,which promote the difficulty in achieving the business,thus making partnership entrepreneurship an important option for them. Choosing suitable partnership venture partners can not only enrich the resources of the entrepreneurs, but also reduce risks the entrepreneurs may take. Therefore, how to choose suitable partnership venture partners becomes a key problem. Due to the social nature of human beings, the entrepreneurial activity never leaves a certain cultural environment called GUANXI.GUANXI culture inevitably affects the entrepreneurial main bodies and activities by some ways. As a result,entrepreneurs' choosing partnership venturing partners will also be affected by the GUANXI culture. To explore the influence of GUANXI culture on the partnership venturing partner selection (PVPS) is of great significance to select the suitable partnership venture partners and increase business success rate. The content of this research is as follows:First of all, the connotation of entrepreneurship and partnership entrepreneurship model is explained clearly and advantages of the partnership business and the conflict which may occur in the process of the partnership entrepreneurship are analyzed deeply. As a clue,the partnership business partner selection considerations are concluded. Then investment game experiment is designed, combined with ERPs neuroscience analysis, the validity and importance of the partnership business partner consideration factors are verified with the comprehensive consideration behavior and brain wave dynamic data.Secondly, on the basis of the social capital perspective, the connotation of GUANXI and GUANXI culture is studied deeply, and the GUANXI culture system is built. The influence of GUANXI culture on partnership venturing partner selection is analyzed in details. With the method of path deduction, the model of the influence path of GUANXI culture on the partnership venturing partner selection is displayed.Then, with the method of social network analysis, an empirical analysis is done on influence relationship network formed by GUANXI cultural influence factors and partnership venturing partner consideration elements. A questionnaire is designed to count the frequency of considering the relationship between the GUANXI cultural factors and PVPS considerations factors when entrepreneurs choosing partnership venturing partner. With UCINET software,centricity and visualization analysis is made to the datas,exploring the partnership venturing partner selection index and the emphasis influence of the GUANXI cultural on the partnership venturing partner selection.Finally, the experimental results of the game investment experiment, ERPs neuroscience and social network analysis are analyzed, based on which the scientific suggestions to promote the partnership venturing partner selection are put forward to improve entrepreneurial success rate.