关键词: 创业决策 , 风险感知 , 经验认知 , 手段导向逻辑 , 风险倾向

Abstract: On the basis of the existing research, we focus on the process of entrepreneurial decisionmaking under the same business scene. Using statistical analysis of 263 samples, we find that risk perception, risk propensity, effectuation and experience cognitive have important effect on entrepreneurial decisionmaking. The difference is that the risk perception does not mediate the influence of risk propensity to decisionmaking, but has a direct impact on decisionmaking. Effectuation, which caught attention of entrepreneurship research in recent years, also has direct impact on it. The empirical results show that the experience cognitive as an independent variable affects entrepreneurial decisionmaking through the factors of risk perception, risk orientation, effectuation.

Key words: entrepreneurial decisionmaking , risk perception , experience cognitive , effectuation , risk propensity