The Process of User Entrepreneurial Opportunity Development from the Perspective of Cognition
Abstract
This study examines the cognitive process behind user entrepreneurial behavior, drawing on entrepreneurial cognitive theory and focusing on Bilibili as a typical user entrepreneurial company. It identifies two pathways to idea generation during the opportunity creation stage: entrepreneurial vigilance and entrepreneurial bricolage, both driven by counterfactual thinking. The opportunity evaluation stage involves risk-reward perception and cognition leading to the formation of first-person opportunity beliefs and third-person opportunity evaluations by user entrepreneurs. The opportunity development stage involves two key mechanisms: exploration-oriented entrepreneurial model innovation and new enterprise growth for external mechanisms, and cognitive factors such as perspective-taking and effectual reasoning for internal mechanisms, promoting innovation and resource acquisition in new enterprises.
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DOI: http://dx.doi.org/10.18686/fm.v8i4.9584
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