Abstract: In this paper, Beijing Jingdong Century Trading Co., LTD (JD for short) is taken as the research object and the single-case study method of grounded theory coding is used to explore how user experience and entrepreneur traits act on the identification of entrepreneurial opportunities. It is found that user experience is a predisposing factor of entrepreneurial motivation and identification of entrepreneurial opportunity. Entrepreneurial motivation is an intermediary factor in the relationship between user experience and identification of entrepreneurial opportunity. Entrepreneur traits is a regulatory factor of user experience and identification of entrepreneurial opportunity. The internal and external environment is a regulatory factor in the relationship between user experience, entrepreneur traits and identification of entrepreneurial opportunity. The research results enrich the theoretical connotation of identification of entrepreneurial opportunity and expand the theoretical boundary of user experience and entrepreneur traits. The research conclusions provide theoretical basis for the incumbent enterprises to identify entrepreneurial opportunities and practical enlightenment for enterprises to achieve sustainable development under the background of experience economy.

Key words: user experience, entrepreneurial traits, corporate entrepreneurship, opportunity identification