Based on the theory of trust cognition,combining research results on trust,this paper first of all developed factors of consideration of venture capitalist to entrepreneur (VC-E) trust,and compiled the questionnaire.Secondly,the paper carried out the questionnaire survey on 500 venture investors from four industries of the Eastern,Central and Western areas in order to further screen for trust factors of consideration.Finally,the ERPs (Event-related Potentials) neuro science experiment was used for empirical validation.The results showed that trust factors of different types have different significant effects on trust building of VC-E.What's more,characteristic factor has much higher arousal than relationship factor and external factor.And characteristic factor can arouse much more attention from venture capitalists than other factors.Then some countermeasures and suggestions from three aspects were put forward.%基于信任认知理论,首先利用文献挖掘法初步拟定创业投资者对创业者(VC-E)信任考量要素;其次对来自我国东部、中部和西部4个行业的500名创业投资者(VC)进行问卷调查,进一步筛选信任考量要素;再次采用事件相关电位(ERPs)神经科学实验进行实证研究.研究结果表明,不同类型信任考量要素对VC信任建立产生的影响程度存在显著性差异,而特质要素相较于关系和外部要素对VC具有更高的唤醒度,获得VC更多的注意资源.进而提出三方面的对策建议.
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