창업가의 낙관주의 성향이 휴리스틱 의사결정과 벤처 성과에 미치는 영향 : 산업 환경의 풍요성 조절효과

초록

This study empirically investigates the impact of entrepreneurs' dispositional optimism on heuristic decision-makingand the subsequent effect of heuristic decision-making on venture performance, focusing on Chinese entrepreneurs. Furthermore, it examines the moderating effect of environmental munificence on the relationship between optimismand heuristic decision-making. Based on a theoretical review, three research hypotheses were formulated. A total of367 Chinese entrepreneurs participated in an online survey, and statistical analysis was conducted using SPSS 27.0. The results indicate that entrepreneurs’ optimism positively influences heuristic decision-making, and this effect isstrengthened in more munificent industrial environments. Additionally, heuristic decision-making was found to havea negative impact on venture performance. These findings suggest that highly optimistic entrepreneurs may overestimate their capabilities and perceive realityin a distorted manner. Therefore, when managing a business, optimistic entrepreneurs should adopt strategies thatmaintain a balance between a positive outlook and realistic judgment. The study also provides practicalimplications, highlighting that in resource-rich environments, entrepreneurs with strong optimism traits shouldcarefully consider the characteristics of their industry environment to make more effective decisions.

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