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| A Study on the Relationship between Regulatory Focus and Entrepreneurial Opportunity Recognition |
| LIU Yiran，ZHANG Yuli，HAO Xiling |
| 1. Tianjin University, Tianjin, China; 2. Nankai University, Tianjin, China; 3.Anhui University of Finance and Economics, Bengbu, Anhui, China |
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Abstract Basing on the opportunity recognition research and regulatory focus theory, opportunity recognition is defined as the cognitive process of making alignment between the market and technology. Using experiment method, this study tries to untangle how different kinds of motivation impact structure similarity effect. Through a questionnaire survey of 245 entrepreneurs, this study finds that: ①promotion focus facilitates the formation of structural similarity, while prevention focus hinders the formation of structural similarity; ②technical knowledge positively moderates the relationship between promotion focus and structural similarity and negatively moderates the relationship between prevention focus and structural similarity; ③and the moderating effect of market knowledge is insignificant.
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Received: 19 April 2019
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