谁更有可能开网店？——基于先前经验与合法性的研究

摘要/Abstract

摘要：

本研究起源于"谁更可能开网店"的疑问，以先前经验和合法性为主线，考察电商创业者创业决策的影响因素。运用嘉兴市入户调查数据进行分析，本研究发现，具有网购经验和个体户经验的人更可能开网店，网购经验对开网店的影响在农村更强，但个体户经验对开网店的影响不存在城乡差异。网购平台数不对开网店行为产生影响。首次网购时间越早的人其越可能开网店，开网店的时间也越早，而为网商供货的个体户虽然更有可能开网店，但并不表现出开网店的时间较早的特征。对合法性因素的考察发现，没有营业执照的个体户更有可能开网店，无照个体户从事电商创业以缓解合法性压力的观点成立。本研究证实了在电商创业中，先前经验依然会影响创业行为，并总结了中国情境下电商创业的独特性。研究结论对创业研究、创业实践以及电商产业政策制定有重要启示。

关键词: 电商创业, 创业者, 先前经验, 合法性

Abstract:

To answer the question "who is more likely to open online shop", this study takes previous experience and legality as the main line to study the factors influencing entrepreneurs' decision-making. Based on the analysis of Jiaxing statistic data, this study finds that people with online shopping experience and self-employed experience are more likely to open online shops, the impact of online shopping experience is stronger in rural areas. However, there is no difference between urban and rural areas considering the self-employed experience. The number of online shopping platform does not affect online shopping. The earlier online shopping experience a person has, the more likely he or she is to open an online shop and the earlier he or she may open the online shop. While individual suppliers for the online shops are also likely to open online shop, they don't act early. The investigation of legitimacy factors finds that self-employed businesses without business license are more likely to open online shop in order to relieve the pressure from legitimacy issue. This study confirms the traditional view that previous experience has an impact on entrepreneurial behavior is still applicable in the research of electricity business and reflects the uniqueness of e-business entrepreneurship in China. This conclusion is important for entrepreneurial research, entrepreneurial practice and policy making.

Key words: e-commerce entrepreneurship, entrepreneurs, previous experience, legitimacy

张艳辉, 张春凯, 李宗伟. 谁更有可能开网店？——基于先前经验与合法性的研究[J]. , 2020, 32(2): 151-164.

Zhang Yanhui, Zhang Chunkai, Li Zongwei. Who Is More Likely to Open Online Shop: A Study Based on Previous Experience and Legality[J]. , 2020, 32(2): 151-164.

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