Research On The Cognitive Change Of Entrepreneurs From The Perspective Of Information Processing

With the state’s support for entrepreneurship and the rise of the Internet economy,emerging Internet enterprises are constantly emerging.However,due to the high uncertainty of entrepreneurial situation,the survival rate of new ventures is very low.Previous studies on Entrepreneurship Based on trait theory have shown that entrepreneur traits have an important impact on entrepreneurship success.In recent years,the emerging entrepreneurship cognitive theory holds that entrepreneur thinking is the key to the success of entrepreneurship.According to entrepreneurial cognitive theory,even if entrepreneurs have the resources and abilities to cope with environmental changes,it is difficult for them to survive if their cognition is not adjusted.Therefore,entrepreneurs should adjust their cognition according to the changes of environment.Entrepreneurial cognition is the knowledge structure possessed by entrepreneurs.An important means of realizing cognitive adjustment is to update the knowledge structure.However,there are few studies on how to update the knowledge structure.Based on this,from the perspective of information processing,this study constructs a preliminary framework of "environmental scanning-Information Processing-cognitive change" by combining environmental scanning,dual processing system and cognitive change theory.By using standard case study method,semi-structured interviews and multi-channel data collection were conducted among three newly-established Internet enterprises.Through three-level coding analysis,how entrepreneurs choose appropriate processing methods(heuristic vs.analytical)through pattern recognition after environmental scanning was analyzed,and the process of cognitive change was explored.This study found that:(1)when entrepreneurs can identify patterns in information through existing prototypes or examples,entrepreneurs will use heuristic processing to make decisions quickly to adapt to the environment;heuristic processing based on existing case recognition is more likely to trigger cognitive replication,and heuristic processing based on existing prototype recognition is more likely to trigger cognitive innovation.(2)After information scanning,if the entrepreneur can integrate the existing prototype or paradigm with the newly identified prototype or paradigm,it is more likely to trigger cognitive adaptation;if the newly identified prototype or paradigm is difficult to integrate with the original prototype or paradigm,it is more likely to trigger cognitive innovation.(3)When entrepreneurs can not scan the corresponding prototype or paradigm in their minds,they will continue to scan the environment and identify new prototypes or paradigms through analytical processing,which is more likely to trigger cognitive innovation.(4)When entrepreneurs can’t scan the corresponding prototypes and examples in their minds,or when the situation of the existing prototypes and examples of entrepreneurs changes,entrepreneurs are more likely to continue to scan the environment for further information in order to adapt to environmental changes.This paper deepens the process mechanism of entrepreneurs’ cognitive change from the perspective of information processing,and enriches and deepens the entrepreneurship cognitive theory.