Research On Gender Roles Of Female Entrepreneurs And New Enterprise Performance:Mediation Effect Of Organizational Legitimacy

In China,research on female entrepreneurs is growing and deeper.The public is full of interest and curiosity about the companies they founded,and it is accompanied by many questions.These challenges will hinder the development of the company,and the purpose of our research is to break these barriers and help companies improve the legitimacy of the organization and the corresponding corporate performance.Thus we would like to choose female entrepreneurs as our research target.Based on Gender Roles Theory and New Institutionalism Theory,we build a theoretical model among variables Gender Roles,Organizational Legitimacy and New Enterprise Performance.Our study is divided into two parts:1)the study about mediation effect of Organizational Legitimacy,between Gender Roles and New Enterprise Performance,exploring the indirect effect of Organizational Legitimacy;then exploring 2)the Cross-interaction between Investment and Gender Roles on Organizational Legitimacy.We collect 239 samples from female entrepreneurs,finding Masculinity(28.0%)and Androgyny(27.2%)are majority.We use SPSS25.0 to operate ANOVA and Bootstrap PROCESS Test,finally conclude that:1)compared with Undifferentiated female entrepreneurs' enterprises,Masculinity,Femininity and Androgyny can own higher level of Organizational Legitimacy and New Enterprise Performance,meanwhile,the mediation effect of Organizational Legitimacy is significant.2)an interaction between Gender Roles and Investment is existing.When Androgyny female entrepreneurs achieved investment,they will gain the highest level of Organizational Legitimacy.