本文从创业认知的视角探究当下中国新创企业商业模式内容创新的机制问题,认为用户换位思考、创业创造力对新企业商业模式内容创新起重要作用.通过对中国151家初创企业的调查,研究发现:创业者用户换位思考与商业模式内容创新正相关;创业创造力在创业者用户换位思考与商业模式内容创新之间起中介作用;认知监控在创业者用户换位思考与商业模式内容创新之间起调节作用.研究发现不仅有助于进一步深化商业模式内容创新方面的研究,而且有助于深入理解用户换位思考、创业创造力、认知监控等认知变量对创业行为的解释作用,为创业认知理论的发展做出贡献.%From the perspective of entrepreneurial cognition, it explored the mechanism of Chinese new ventures' business model content innovation, and proposed that user perspective taking and entrepreneurial creativity played important roles in the enterprise business model content innovation.Based on this, through the investigation of 151 Chinese start-ups, it finds that:entrepreneurs' user perspective taking is positively correlated with the business model content innovation;entrepreneurial creativity plays a mediating role between entrepreneurs' user perspective taking and business model content innovation;cognition monitor plays a moderating role between entrepreneurs' user perspective taking and business model content innovation.It not only helps further deepen the study on business model content innovation, but also further promotes the integration of entrepreneurial behavior by cognitive variables such as user perspective taking, creativity, and cognition monitor, which ultimately makes contributions to the development of the entrepreneurial cognitive theory.
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