Entrepreneur start-up versus persistence decisions: A critical evaluation of expectancy and value
通过联合实验，研究了135位创业者在启动新企业与坚持现有企业时，对期望和价值的运用方式存在显著差异，为理解创业决策过程提供了新见解。
Research suggests that entrepreneurs tend to seek to maximize utility when considering whether to pursue a new venture opportunity. However, when choosing whether to persist with their current venture or not, utility maximization may not be of primary importance. Using a conjoint experiment, this article examines the difference between policies in start-up decisions versus persistence decisions. The analysis of the decisions of 135 entrepreneurs indicates that the manner in which entrepreneurs use expectancy and value in persistence decision policies is significantly different to the way that they use expectancy and value in general opportunity pursuit decision policies. The results offer novel insights into the entrepreneurial decision-making process.