基于资源获取的创业者特质、创业网络与网店经营绩效关系研究
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摘要
在中国,自1994年引入国际互联网以来,网络技术的发展已为商业机会提供了巨大的潜力,最终创造了网络创业的商业部门。2010年,由电子商务创业活动带来的GDP占全国全年GDP的8.1%,由网络创业引起的直接和间接就业岗位占中国政府投资4万亿拉动内需所创造的就业岗位总量的一半,由B2C和C2C网络商店拉动的行业网包罗了服务经济的各个环节。其中C2C平台下的个人网络商店数目超过了1400万家,创造年产值逾5000亿人民币,培养了网络购物消费者超过1.44亿人,成为后金融危机时代的中国经济环境下一个强劲的新经济增长点。
新兴的网络创业领域为学者验证已有的理论是否能够解释新情境下的价值创生机制以及是否存在多样的通向经营绩效的渠道提供了研究机会。尽管互联网应用快速增长以及网络创业对经济发展具有重要作用,理论界并没有充分地开发以及验证能够解释这个现象的新理论。缺乏理论开发和实证检验的结果是提出了这样一个问题:传统理论是否能够充分解释网络创业企业的创业行为?互联网和电子商务是否代表一个不受制与传统经济学原则的新的经济模式?尽管存在大量的研究机会,理论界却缺乏对于电子商务经济部门的价值创生机制的探讨。尤其是,缺乏检验作为电子商务的发展最快成长性最高的网络商店的创业过程和机理的研究成果。
然而实践层面上对网络创业智力支持的需求强烈,在与网络创业者的沟通中我们发现很多店主对于网络创业规律的知识都充满了学习的渴望,而市场上可获得的网络商店创业书籍仅限于开店操作指南等对于主要C2C平台的运营规则的介绍,很少涉及个人网络商店的创业规律以及发展战略的系统阐述。这构成了实践需求对理论发展的巨大缺口和强烈召唤。顺应时代需求,本文即通过对中国电子商务市场上增长最快成长性最好的C2C网络商店创业规律的系统研究,结合了数据分析和深入访谈等多种研究设计方法,揭示了作为C2C网络商店创业过程中的本质要素的创业者特质、创业网络、资源获取和网店经营绩效在内的四大创业学构念,涵盖了十大变量,旨在揭示对国民经济发展具有重要战略意义和现实意义的C2C网络商店创业的价值创生的内在机制。
本文的研究内容及结论主要有:
第一,网络商店创业者特质(包括成就动机、内控源、创新性和风险承担)与经营绩效不相关;
第二,网络商店创业者特质与资源获取部分相关,其中成就动机与资源获取效能、内控源与风险承担与资源获取效果、以及创新性与资源获取效能和效果显著正相关;
第三,网络商店创业网络与经营绩效部分相关,其中强网络与财务经营绩效显著正相关;
第四,网络商店创业网络与资源获取正相关,成立1年以下的网络商店的弱网络与资源获取显著正相关,强网络与资源获取不相关;成立1至3年的网络商店的强网络与资源获取显著正相关,弱网络与资源获取不相关;成立3年以上的网络商店的弱网络与资源获取显著正相关,强网络与资源获取不相关;
第五,网络商店资源获取与经营绩效部分相关,其中资源获取结果与财务经营绩效正相关;
第六,网络商店的资源获取在创业者特质与经营绩效之间的中介作用不成立;
第七,网络商店的资源获取在创业网络与经营绩效之间的中介作用成立,为完全中介作用。
本文的贡献可以归结为以下几点:
第一,通过检验178个中国情境下的C2C网络商店创业企业的样本,本文探索了电子商务创业的理论基础。研究发现认为没有单一的创业理论或者管理理论能够充分解释C2C电子商务模式下的创业价值创生机制,相反,对于基于资源获取的创业者特质、创业网络和经营绩效之间的关系研究,需要一个整合了的理论视角去加以解释。本文的实证研究结论对于补充传统理论在解释网络创业新现象上的缺口具有一定意义,研究结论对未来形成系统的电子商务创业理论体系奠定了基础。
第二,本文的假设1表明网络商店上的成功创业者并不一定具有特殊的人格特质,如成就动机、内控源、创新性和风险承担性,因此,从网络商店创业经营情况来看,创业者特质并不是一个显著的预测指标,网络上人人皆可创业。
第三,本文假设4表明创业网络对资源获取作用巨大,对样本的分组回归结果表明,1年以下的网络商店创业者能够从弱网络中获取更多资源,1-3年的网络商店能够从强网络中获取更多资源,3年以上的网络商店能够从弱网络中获取更多资源。因此,网络商店创业者在创业之初应该更多地立足开拓弱网络联系,从长远看,强网络对于网店的资源获取和成长发展的作用是有限的。
第四,本文发现创业者强网络对财务经营绩效显著正相关,资源获取结果对财务经营绩效显著正相关。因此,网络商店可以从改善强网络联系和提高资源获取结果两个方面增强财务经营绩效。
第五,本文假设2发现创新性对资源获取效能和结果显著正相关。因此,网店创业者可以通过尝试更多的网络营销及经营办法获取更多资源,从而获得更好绩效。
本文从创业学的研究视角,基于资源获取对中国情境下的网络商店的创业者特质和创业网络与网店经营绩效的关系做一个探索性的研究,研究结果将揭示虚拟网络商店的创业特殊性,从而填补传统创业管理理论的空白,将创业学经典理论延伸至以往研究很少涉及的网络商店的创业活动中,采用实证分析的方法探索并发现了已有研究无法解释的网络创业者在资源获取和经营绩效改善等方面的独特之处。文章基于广泛深入的访谈和大样本的数据调查,结论具有较强的解释力,在此基础上,提出针对普通网店创业者的若干建议。
Since 1994 when the global internet was introduced into China, the development of internet technology has provided tremendous opportunities for business and finally created the commercial sector of e-entrepreneurship. In 2010, GDP brought by electronic commerce accounted for 8.1% of national GDP of the whole year; the direct and indirect job vacancies brought by online entrepreneurship accounted for half of the total amount of employment opportunities pulled by the 4 trillion RMB invested by the Chinese government; the industrial network pulled by B2C and C2C online stores covered every sector in service economy. Among them, the individual online stores on the C2C platform have been more than 14 million, created the annual production value over 500 billion RMB, cultivated 144 million online consumers and thus become a strong new growth point of economy in the post financial crisis Chinese environment.
The emerging online entrepreneurship area has provided research opportunities for whether the existing theories can explain the value creation mechanism in new context and whether there are various channels towards business performance. Although the internet application grows rapidly and online entrepreneurship plays key role in economic development, the academic community has not fully developed as well as tested the new theories to explain this new phenomenon. The consequence of lacking theory development and empirical testing is to raise such a question: whether the traditional theories can fully explain the online entrepreneurial behaviors? And whether the internet and electronic commerce represent a new business model which is not restricted by traditional economic principles? Although there exist large quantity of research opportunities, the academic community has not fully discussed the value creation mechanism in e-business sector, especially ,lacking the research findings on the entrepreneurial process and mechanism of the online stores which grow most rapidly and enjoy a highest growth nature in electronic commerce.
However, the practical community has a strong demand for the intellectual support for online entrepreneurship. In the communication with online store owners, we found that many entrepreneurs had a strong learning desire for knowledge related to online entrepreneurial rules. But the accessible entrepreneurial books on online store entrepreneurship in the market are only restricted to the operational guidelines for start-up and the introduction to the operational rules of C2C platform. Few are related to the entrepreneurial rules as well as systematic explanation of developmental strategies of the online stores. This situation comprises a great gap as well as a strong call towards theoretical development. Adapting to age, through systematically studying the entrepreneurial rules of C2C online stores and combining data analysis and depth-interviews , this paper reveals four entrepreneurial construct as the essential factors in C2C online store entrepreneurial process, namely entrepreneur traits, entrepreneurial network, resource acquisition and online stores’business performance, covering ten variables and aiming to reveal the internal mechanism of value creation of C2C online store entrepreneurial activities which has important strategic and realistic meanings for national economic development.
The research contents and main conclusions of this paper are as follows:
Firstly, entrepreneurs traits of the online stores including achievement motivation , internal locus of control, innovativeness and risk-taking, are not related to business performance;
Secondly, entrepreneurs traits of the online stores are partially related to resource acquisition, among them achievement motivation is positively related to resource acquisition efficacy, internal locus of control and risk-taking is positively related to resource acquisition outcome and innovativeness is positively related to both resource acquisition efficacy and outcome;
Thirdly, entrepreneurial network of online stores is partially related to business performance, and strong network is significantly and positively related to financial business performance;
Fourthly, entrepreneurial network of online stores is positively related to resource acquisition; for online stores built in less than 1 year, weak ties are significantly and positively related to resource acquisition, strong ties are not related to resource acquisition; for online stores built in the range of 1 to 3 years, strong ties are significantly related to resource acquisition and weak ties are not related to resource acquisition; for online stores built for more than 3 years, weak ties are significantly related to resource acquisition and strong ties are not related to resource acquisition;
Fifthly, resource acquisition of the online stores is partially related to business performance, and resource acquisition outcome is positively related to financial business performance;
Sixthly, resource acquisition of the online stores does not play a mediating role between entrepreneur traits and business performance;
Seventhly, resource acquisition of the online stores does play a mediating role between entrepreneurial network and business performance as a complete mediating role.
This paper made the following contributions:
Firstly, through investigating 178 C2C online entrepreneurial stores in the Chinese context, this paper explores the theoretical foundation of E-entrepreneurship. Research findings suggest that on single entrepreneurial theories or management theories can fully explain the entrepreneurial value creation mechanism under the C2C e-business model. On the contrary, the research on the relationships between entrepreneur traits, entrepreneurial network and business performance based on resource acquisition , needs an integrated theoretical perspective to explain. The empirical findings of this paper have a certain significance for compensating the gap of the traditional theories in explaining the new phenomenon of online entrepreneurship. Research conclusion has laid a solid foundation for forming the systematic entrepreneurial theory of e-business.
Secondly, hypothesis 1 in the paper shows that the successful entrepreneurs of the online stores do not necessarily have special personality traits, such as achievement motivation ,internal locus of control , innovativeness and risk-taking. Thus, from the business operational level, entrepreneur traits are not a significantly predicting index of the online entrepreneurship. Everyone can succeed on the online stores.
Thirdly, hypothesis 4 in the paper shows that entrepreneurial network plays a great role in resource acquisition, and the regression results of the subgroup samples show that, entrepreneurs of the online stores less than 1 year can obtain more resources from weak ties, entrepreneurs of the online stores between 1 to 3 years can obtain more resources from the strong ties, entrepreneurs of the online stores more than 3 years can obtain more resources from the weak ties. So, the online store owners should explore more of the weak ties at the start-up stage and in the long term strong ties suffer a limited role in resource acquisition and growth of the online stores.
Fourthly, this paper suggests that strong ties are significantly and positively related to financial business performance, resource acquisition outcome is significantly and positively related to financial business performance. So, the online stores can improve the financial business performance from improve strong ties and promoting resource acquisition outcome.
Fifthly, hypothesis 2 in this paper finds that innovativeness is significantly and positively related to resource acquisition efficacy and outcome. So, the online store owners should try more innovative ways of online marketing as well as business strategies to get access to more resources and thus get better performance.
From an entrepreneurial perspective , this paper made an explorative research on the relationship between entrepreneur traits, entrepreneurial network and business performance of the online stores in the Chinese context, research findings reveal the uniqueness of the virtual market and thus fill the gap of traditional entrepreneurial management theories. This paper extends the classic entrepreneurship theories to the entrepreneurial activities of the online stores which have few been covered in the previous research and adopts the empirical method to explore and find the uniqueness of online store owners on the perspectives of resource acquisition and business performance improvement which can not been fully explained by the existing literature. Based on the comprehensive and depth interviews and large sample survey, the conclusion of this paper has a strong explanation power and we offered some suggestions for the common online entrepreneurs on the basis.
新兴的网络创业领域为学者验证已有的理论是否能够解释新情境下的价值创生机制以及是否存在多样的通向经营绩效的渠道提供了研究机会。尽管互联网应用快速增长以及网络创业对经济发展具有重要作用,理论界并没有充分地开发以及验证能够解释这个现象的新理论。缺乏理论开发和实证检验的结果是提出了这样一个问题:传统理论是否能够充分解释网络创业企业的创业行为?互联网和电子商务是否代表一个不受制与传统经济学原则的新的经济模式?尽管存在大量的研究机会,理论界却缺乏对于电子商务经济部门的价值创生机制的探讨。尤其是,缺乏检验作为电子商务的发展最快成长性最高的网络商店的创业过程和机理的研究成果。
然而实践层面上对网络创业智力支持的需求强烈,在与网络创业者的沟通中我们发现很多店主对于网络创业规律的知识都充满了学习的渴望,而市场上可获得的网络商店创业书籍仅限于开店操作指南等对于主要C2C平台的运营规则的介绍,很少涉及个人网络商店的创业规律以及发展战略的系统阐述。这构成了实践需求对理论发展的巨大缺口和强烈召唤。顺应时代需求,本文即通过对中国电子商务市场上增长最快成长性最好的C2C网络商店创业规律的系统研究,结合了数据分析和深入访谈等多种研究设计方法,揭示了作为C2C网络商店创业过程中的本质要素的创业者特质、创业网络、资源获取和网店经营绩效在内的四大创业学构念,涵盖了十大变量,旨在揭示对国民经济发展具有重要战略意义和现实意义的C2C网络商店创业的价值创生的内在机制。
本文的研究内容及结论主要有:
第一,网络商店创业者特质(包括成就动机、内控源、创新性和风险承担)与经营绩效不相关;
第二,网络商店创业者特质与资源获取部分相关,其中成就动机与资源获取效能、内控源与风险承担与资源获取效果、以及创新性与资源获取效能和效果显著正相关;
第三,网络商店创业网络与经营绩效部分相关,其中强网络与财务经营绩效显著正相关;
第四,网络商店创业网络与资源获取正相关,成立1年以下的网络商店的弱网络与资源获取显著正相关,强网络与资源获取不相关;成立1至3年的网络商店的强网络与资源获取显著正相关,弱网络与资源获取不相关;成立3年以上的网络商店的弱网络与资源获取显著正相关,强网络与资源获取不相关;
第五,网络商店资源获取与经营绩效部分相关,其中资源获取结果与财务经营绩效正相关;
第六,网络商店的资源获取在创业者特质与经营绩效之间的中介作用不成立;
第七,网络商店的资源获取在创业网络与经营绩效之间的中介作用成立,为完全中介作用。
本文的贡献可以归结为以下几点:
第一,通过检验178个中国情境下的C2C网络商店创业企业的样本,本文探索了电子商务创业的理论基础。研究发现认为没有单一的创业理论或者管理理论能够充分解释C2C电子商务模式下的创业价值创生机制,相反,对于基于资源获取的创业者特质、创业网络和经营绩效之间的关系研究,需要一个整合了的理论视角去加以解释。本文的实证研究结论对于补充传统理论在解释网络创业新现象上的缺口具有一定意义,研究结论对未来形成系统的电子商务创业理论体系奠定了基础。
第二,本文的假设1表明网络商店上的成功创业者并不一定具有特殊的人格特质,如成就动机、内控源、创新性和风险承担性,因此,从网络商店创业经营情况来看,创业者特质并不是一个显著的预测指标,网络上人人皆可创业。
第三,本文假设4表明创业网络对资源获取作用巨大,对样本的分组回归结果表明,1年以下的网络商店创业者能够从弱网络中获取更多资源,1-3年的网络商店能够从强网络中获取更多资源,3年以上的网络商店能够从弱网络中获取更多资源。因此,网络商店创业者在创业之初应该更多地立足开拓弱网络联系,从长远看,强网络对于网店的资源获取和成长发展的作用是有限的。
第四,本文发现创业者强网络对财务经营绩效显著正相关,资源获取结果对财务经营绩效显著正相关。因此,网络商店可以从改善强网络联系和提高资源获取结果两个方面增强财务经营绩效。
第五,本文假设2发现创新性对资源获取效能和结果显著正相关。因此,网店创业者可以通过尝试更多的网络营销及经营办法获取更多资源,从而获得更好绩效。
本文从创业学的研究视角,基于资源获取对中国情境下的网络商店的创业者特质和创业网络与网店经营绩效的关系做一个探索性的研究,研究结果将揭示虚拟网络商店的创业特殊性,从而填补传统创业管理理论的空白,将创业学经典理论延伸至以往研究很少涉及的网络商店的创业活动中,采用实证分析的方法探索并发现了已有研究无法解释的网络创业者在资源获取和经营绩效改善等方面的独特之处。文章基于广泛深入的访谈和大样本的数据调查,结论具有较强的解释力,在此基础上,提出针对普通网店创业者的若干建议。
Since 1994 when the global internet was introduced into China, the development of internet technology has provided tremendous opportunities for business and finally created the commercial sector of e-entrepreneurship. In 2010, GDP brought by electronic commerce accounted for 8.1% of national GDP of the whole year; the direct and indirect job vacancies brought by online entrepreneurship accounted for half of the total amount of employment opportunities pulled by the 4 trillion RMB invested by the Chinese government; the industrial network pulled by B2C and C2C online stores covered every sector in service economy. Among them, the individual online stores on the C2C platform have been more than 14 million, created the annual production value over 500 billion RMB, cultivated 144 million online consumers and thus become a strong new growth point of economy in the post financial crisis Chinese environment.
The emerging online entrepreneurship area has provided research opportunities for whether the existing theories can explain the value creation mechanism in new context and whether there are various channels towards business performance. Although the internet application grows rapidly and online entrepreneurship plays key role in economic development, the academic community has not fully developed as well as tested the new theories to explain this new phenomenon. The consequence of lacking theory development and empirical testing is to raise such a question: whether the traditional theories can fully explain the online entrepreneurial behaviors? And whether the internet and electronic commerce represent a new business model which is not restricted by traditional economic principles? Although there exist large quantity of research opportunities, the academic community has not fully discussed the value creation mechanism in e-business sector, especially ,lacking the research findings on the entrepreneurial process and mechanism of the online stores which grow most rapidly and enjoy a highest growth nature in electronic commerce.
However, the practical community has a strong demand for the intellectual support for online entrepreneurship. In the communication with online store owners, we found that many entrepreneurs had a strong learning desire for knowledge related to online entrepreneurial rules. But the accessible entrepreneurial books on online store entrepreneurship in the market are only restricted to the operational guidelines for start-up and the introduction to the operational rules of C2C platform. Few are related to the entrepreneurial rules as well as systematic explanation of developmental strategies of the online stores. This situation comprises a great gap as well as a strong call towards theoretical development. Adapting to age, through systematically studying the entrepreneurial rules of C2C online stores and combining data analysis and depth-interviews , this paper reveals four entrepreneurial construct as the essential factors in C2C online store entrepreneurial process, namely entrepreneur traits, entrepreneurial network, resource acquisition and online stores’business performance, covering ten variables and aiming to reveal the internal mechanism of value creation of C2C online store entrepreneurial activities which has important strategic and realistic meanings for national economic development.
The research contents and main conclusions of this paper are as follows:
Firstly, entrepreneurs traits of the online stores including achievement motivation , internal locus of control, innovativeness and risk-taking, are not related to business performance;
Secondly, entrepreneurs traits of the online stores are partially related to resource acquisition, among them achievement motivation is positively related to resource acquisition efficacy, internal locus of control and risk-taking is positively related to resource acquisition outcome and innovativeness is positively related to both resource acquisition efficacy and outcome;
Thirdly, entrepreneurial network of online stores is partially related to business performance, and strong network is significantly and positively related to financial business performance;
Fourthly, entrepreneurial network of online stores is positively related to resource acquisition; for online stores built in less than 1 year, weak ties are significantly and positively related to resource acquisition, strong ties are not related to resource acquisition; for online stores built in the range of 1 to 3 years, strong ties are significantly related to resource acquisition and weak ties are not related to resource acquisition; for online stores built for more than 3 years, weak ties are significantly related to resource acquisition and strong ties are not related to resource acquisition;
Fifthly, resource acquisition of the online stores is partially related to business performance, and resource acquisition outcome is positively related to financial business performance;
Sixthly, resource acquisition of the online stores does not play a mediating role between entrepreneur traits and business performance;
Seventhly, resource acquisition of the online stores does play a mediating role between entrepreneurial network and business performance as a complete mediating role.
This paper made the following contributions:
Firstly, through investigating 178 C2C online entrepreneurial stores in the Chinese context, this paper explores the theoretical foundation of E-entrepreneurship. Research findings suggest that on single entrepreneurial theories or management theories can fully explain the entrepreneurial value creation mechanism under the C2C e-business model. On the contrary, the research on the relationships between entrepreneur traits, entrepreneurial network and business performance based on resource acquisition , needs an integrated theoretical perspective to explain. The empirical findings of this paper have a certain significance for compensating the gap of the traditional theories in explaining the new phenomenon of online entrepreneurship. Research conclusion has laid a solid foundation for forming the systematic entrepreneurial theory of e-business.
Secondly, hypothesis 1 in the paper shows that the successful entrepreneurs of the online stores do not necessarily have special personality traits, such as achievement motivation ,internal locus of control , innovativeness and risk-taking. Thus, from the business operational level, entrepreneur traits are not a significantly predicting index of the online entrepreneurship. Everyone can succeed on the online stores.
Thirdly, hypothesis 4 in the paper shows that entrepreneurial network plays a great role in resource acquisition, and the regression results of the subgroup samples show that, entrepreneurs of the online stores less than 1 year can obtain more resources from weak ties, entrepreneurs of the online stores between 1 to 3 years can obtain more resources from the strong ties, entrepreneurs of the online stores more than 3 years can obtain more resources from the weak ties. So, the online store owners should explore more of the weak ties at the start-up stage and in the long term strong ties suffer a limited role in resource acquisition and growth of the online stores.
Fourthly, this paper suggests that strong ties are significantly and positively related to financial business performance, resource acquisition outcome is significantly and positively related to financial business performance. So, the online stores can improve the financial business performance from improve strong ties and promoting resource acquisition outcome.
Fifthly, hypothesis 2 in this paper finds that innovativeness is significantly and positively related to resource acquisition efficacy and outcome. So, the online store owners should try more innovative ways of online marketing as well as business strategies to get access to more resources and thus get better performance.
From an entrepreneurial perspective , this paper made an explorative research on the relationship between entrepreneur traits, entrepreneurial network and business performance of the online stores in the Chinese context, research findings reveal the uniqueness of the virtual market and thus fill the gap of traditional entrepreneurial management theories. This paper extends the classic entrepreneurship theories to the entrepreneurial activities of the online stores which have few been covered in the previous research and adopts the empirical method to explore and find the uniqueness of online store owners on the perspectives of resource acquisition and business performance improvement which can not been fully explained by the existing literature. Based on the comprehensive and depth interviews and large sample survey, the conclusion of this paper has a strong explanation power and we offered some suggestions for the common online entrepreneurs on the basis.
引文
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