Abstract: How do effectual logic and causal logic influence business model innovation? Answering this question can help us understand the new business model creation and the existing business model change. However, the current literature on the relationship between organizational decision-making logics, management cognition and business model innovation is not enough and needs to be enriched. Based on the theories of planning school, effectuation and organizational learning, this study explores the effect mechanism of decision-making logics and organizational learning on business model innovation. In this study, we collect data from 129 enterprises through a questionnaire survey, and obtain the following findings through empirical analysis. First, effectuation and causation have significant positive effects on business model innovation. Second, cognitive learning plays a mediating role between effectuation and business model innovation, and between causation and business model innovation. Finally, experiential learning plays a significant negative moderating role between causation and business model innovation, and plays a significant positive moderating role between effectuation and business model innovation.

Key words: business model innovation, effectuation, causation, experiential learning, cognitive learning