Effectuation and home-based online business entrepreneurs
研究了居家在线创业中效果逻辑的应用，发现非专有交易平台鼓励效果导向，可负担损失应扩展至社会层面，且低自我效能和经验者也能采用效果逻辑。
This article explores effectual processes within home-based, online businesses. Our empirical evidence provides a number of refinements to the concept of effectuation in this specific domain. First, the ubiquity of non-proprietary online trading platforms encourages the adoption of effectual approaches and removes the importance of forming proprietary strategic alliances and pre-commitments. Second, the notion of affordable loss – a central tenet of effectuation – should be extended beyond the notion of economic to social affordable loss, including loss of status and reputation, and finally, home-based online businesses allow effectuation to be associated with low levels of entrepreneurial self-efficacy and experience.