基于战略角度的项目特征对投标决策的影响——风险感知的中介作用

摘要

投标决策受项目特征和投标者风险感知的影响.基于战略角度,以重要性和难度表征项目特征,构建了项目特征、风险感知与投标决策之间的影响关系模型,并采用行为实验方法,通过313份有效问卷验证了模型中变量间的关系.研究拓展和验证了投标决策的前因变量,揭示了项目特征在风险感知中介作用下对投标决策的影响关系,发展了现有投标决策理论,为投标决策过程中的风险评价提供理论指导.%The bidding decision is influenced by project characteristics and the risk perception of bidder. Based on the strategic positioning, the project characteristics were divided into project importance and project difficulty, we established the influence relationship model among bidding p roject characteristics, decision-makers' risk perception, and their bidding decision making, and verified the relationships among variables in model through 313 valid questionnaires by using behavioral experimental approach. This research expanded and verified the antecedent variables of bidding decision making, revealed the mediating role of risk perception, developed the bidding decision theory, and provided a theoretical guide for the risk assessment in the process of bidding decision making.