Abstract: Both individual and organizational factors will affect business model innovation. However, the existing researches fail to clarify how the matching relationship between them affects business model innovation. Therefore, based on the theory of planned behavior and 217 effective questionnaires, this paper explores the direct effect and matching effect of legislative thinking style, resource bricolage, double-loop learning in individual factors, and innovation culture in organizational factors on business model innovation, and expounds the mechanism. The findings are as follows. (1) The direct impact of resource bricolage, double-loop learning and legislative thinking style on business model innovation has reached a significant level, while that of innovation culture is not significant; (2) The matching function forms two configurations: self forming and rational creation; and (3) The double-loop learning and innovation culture, as core elements, exist in both configurations, and resource bricolage and legislative thinking style, as marginal elements, have some substitution relations. The results can be used as a reference for promoting business model innovation.

Key words: business model innovation, the theory of planned behavior, individual and organization matching, qualitative comparative analysis