社会创业导向何以激活新创企业商业模式创新?

摘要/Abstract

摘要： 既有文献普遍将企业社会价值和经济价值视为二律相反的悖论，强调两者难以兼容的冲突性。这不仅忽略了两者间可能存在的协同作用，更造成了研究路径的多重分化。本研究借助最优区分理论，以305家新创企业为样本，进行两阶段数据搜集并采用PLS-SEM方法进行假设验证，发现社会创业导向能够促使新生企业的商业模式创新。具体研究结论如下：①社会创业导向对新创企业的商业模式创新有显著的正向影响；②资源拼凑在社会创业导向与新颖型、效率型商业模式创新之间都起到中介作用，但组织合法性仅在社会创业导向与效率型商业模式创新之间起到中介作用；③数字技术采用是社会创业导向作用机制的关键情境要素，数字技术采用正向调节资源拼凑对新颖型、效率型商业模式创新的作用，却负向调节组织合法性对效率型商业模式创新的作用。本文的研究结论丰富了社会创业导向的后果研究，揭示了社会创业导向影响新创企业商业模式创新的内在机制和边界条件，同时，也为促进商业模式创新提供了新思路。

关键词: 社会创业导向, 商业模式创新, 新创企业, 最优区分理论

Abstract: Existing literature often frames corporate social value and economic value as an irreconcilable antinomy, neglecting their potential synergies and resulting in fragmented research on the drivers of business model innovation (BMI) in new ventures. To solve this issue, based on the Optimal Distinctiveness Theory, this study collects two-stage survey data from 305 new ventures in China and uses the PLS-SEM method (SmartPLS4.0) to explore the relationship between social entrepreneurial orientation (SEO) and new ventures’ BMI, as well as the mediating roles of bricolage and organizational legitimacy and the moderating role of digital technology adoption. The findings show that SEO has a significant positive effect on new ventures’ BMI; bricolage fully mediates the impact of SEO on both novelty-centered and efficiency-centered BMI, while organizational legitimacy only partially mediates the link between SEO and efficiency-centered BMI. Moreover, digital technology adoption positively moderates the mediating effect of bricolage on BMI, but negatively moderates the mediating effect of organizational legitimacy on efficiency-centered BMI. This study enriches the theoretical systems of SEO and BMI research, clarifies the “black box” of SEO’s influence on new ventures’ BMI, and provides actionable implications for new ventures to balance social responsibility and economic benefits, and accelerate BMI through the rational application of digital technology.

Key words: social entrepreneurship orientation, business model innovation, new ventures, optimal discrimination theory

王楠, 孔燕妮, 魏巍, 王莉雅. 社会创业导向何以激活新创企业商业模式创新?[J]. 管理评论, 2026, 38(9): 82-92.

Wang Nan, Kong Yanni, Wei Wei, Wang Liya. How does Social Entrepreneurial Orientation Activate Business Model Innovation in New Ventures?[J]. Management Review, 2026, 38(9): 82-92.

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