用户换位型思维的形成及对机会信念绩效的影响

doi:10.3724/SP.J.1042.2023.00045

摘要/Abstract

摘要：

用户换位型思维是创业者进行机会识别并应对市场竞争的重要因素, 但已有研究忽视了其模式、形成机理及对机会信念绩效的影响。针对此问题, 基于结构映射理论与注意力参与模型解构用户换位型思维模式, 包括吸收式、归纳式、启发式和分析式; 然后, 从“个体?用户”双元视角探讨与用户有关的先验知识、灵活的角色导向、认知复杂性以及用户需求不确定性和碎片化等因素对用户换位型思维形成的正向影响; 最后, 以机会信念形成速度和创新性为绩效指标, 阐释用户换位型思维模式对机会信念形成绩效的影响, 并考察适应新的信息环境和调用自身知识结构的认知管理策略对用户换位型思维模式与机会信念形成绩效的调节作用。研究结论将丰富用户换位型思维的内涵, 拓展结构映射理论与注意力参与模型的解释范围, 也为指导创业者运用用户换位型思维去识别机会提供参考, 对创业者思考与理解用户有重要意义。

关键词: 创业者用户换位型思维, 机会信念, 认知管理策略, 创业认知

Abstract:

User perspective taking is a critical way in which entrepreneurs can identify opportunities and cope with market competition. However, existing studies have ignored its modes, formation mechanism and impact on opportunity belief performance. Considering these issues, first, by introducing structural alignment theory and the attentional engagement model, we identify and deconstruct the modes of user perspective taking from the two perspectives of "the main characteristics of the thinking process" and "the immersion degree of user perspective taking", and these four modes are absorptive, inductive, heuristic and analytical user perspective taking. Second, based on the dual perspective of the “individual-user”, we refine the influencing factors of user perspective taking, which include user-related prior knowledge, flexible role orientation, cognitive complexity, and the uncertainty and fragmentation of user needs. Then, we analyze the positive effects of these factors on the formation of user perspective taking. Third, taking the formation speed and innovativeness of opportunity beliefs as performance indicators, we explain the impact of the modes of user perspective taking on opportunity belief formation performance. This research finds that absorptive and inductive user perspective taking have positive effects on opportunity belief formation speed, while heuristic and analytical user perspective taking have negative effects on opportunity belief formation speed. Moreover, inductive and analytical user perspective taking have positive effects on opportunity belief innovativeness, while absorption and heuristic user perspective taking have negative effects on opportunity belief innovativeness.

Finally, we examine the moderating effects of cognitive management strategies involving adaptation to new information environments and the invocation of the entrepreneur’s own knowledge structure on the modes of user perspective taking and opportunity belief formation performance. This research finds that a cognitive management strategy that adapts to a new information environment strengthens the positive effects of absorptive and inductive user perspective taking on opportunity belief formation speed and weakens the negative effects of heuristic and analytical user perspective taking on opportunity belief formation speed. Moreover, a cognitive management strategy that adapts to a new information environment strengthens the positive effects of inductive and analytical user perspective taking on opportunity belief innovativeness, while the moderating effect of this type of strategy on the relationship between absorptive and heuristic user perspective taking and opportunity belief innovativeness is not significant. A cognitive management strategy that invokes the entrepreneur’s own knowledge structure weakens the negative effects of absorptive and heuristic user perspective taking on opportunity belief innovativeness and strengthens the positive effects of inductive and analytical user perspective taking on opportunity belief innovativeness, while the moderating effect of this type of strategy on the relationship between absorptive, heuristic, inductive and analytical user perspective taking and opportunity belief formation speed is not significant.

This study enriches the understanding of user perspective taking and deeply explores the formation mechanism of user perspective taking and its impact on opportunity beliefs. The theoretical advancement of this research mainly relates to the following aspects. First, the identification and deconstruction of user perspective taking modes have certain reference significance for promoting the operational development of this vague concept. Second, the clarification of the influencing factors of user perspective taking lays a foundation for subsequent research on the antecedents of user perspective taking. Third, this study clarifies the impact of the modes of user perspective taking on opportunity belief formation performance and introduces two different cognitive management strategies that have certain enlightening significance regarding the cognitive process and the boundary conditions of user perspective taking. Moreover, it promotes the development of research related to user perspective taking and opportunity belief.

Regarding the practical significance of this research, entrepreneurs can employ user perspective taking to form opportunity beliefs and identify opportunities. On the one hand, entrepreneurs should be good at distinguishing between the characteristics of different user perspective-taking modes and adopt appropriate user perspective-taking modes according to different conditions. On the other hand, entrepreneurs should actively control the user perspective-taking process and make rational use of two different cognitive management strategies to eliminate the negative impact of "cognitive imbalance".

Key words: entrepreneur's user perspective taking, opportunity belief, cognitive management strategy, entrepreneurial cognition

中图分类号:

B849: F270.7

张浩, 张雨, 赵爽, 孙新波. (2023). 用户换位型思维的形成及对机会信念绩效的影响. 心理科学进展 , 31(1), 45-59.

ZHANG Hao, ZHANG Yu, ZHAO Shuang, SUN Xinbo. (2023). The formation of user perspective taking and its influence on opportunity belief performance. Advances in Psychological Science, 31(1), 45-59.

图/表 2

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作者及年份	换位思考定义	换位思考对象	换位思考情境
Parker & Axtell, 2001	个体采纳他人的观点, 试图理解他们的偏好、价值观和需求的认知过程。	员工与供应商	员工绩效
Wu & Keysar, 2007	推断他人的心理状态, 考虑他人的观点, 从而解释和预测他们的行为。	一般意义上的个体	文化差异
谢礼珊等, 2011	员工站在顾客的立场来认知某一事件。	员工与顾客	劳动关系
Hoever et al., 2012	设身处地站在他人的立场思考问题, 以促进合作与分享。	团队成员之间	创新绩效
Gordon & Chen, 2013	理解他人的想法、感受和看法。	恋爱双方	社会交往
Ku et al., 2015	从他人的角度想问题或站在他人的立场想自己, 以了解他们的观点、思想、动机、意图或情感的主动认知过程。	一般意义上的个体	一般情境
Khalid & Sekiguchi, 2018; Prandelli et al., 2016; 张浩等, 2019	从他人角度思考问题, 把握他人心理状态并预测他人行为。	创业者与用户	机会识别与商业模式创新
Madera, 2017, 2018	通过想象自己处于外部目标群体的位置来考虑他们的观点。	员工与领导者	员工管理
Dishon & Kafai, 2020	积极考虑他人的心理状态和主观感受。	设计师与潜在用户	产品设计
崔连广等, 2021	聚焦他人的心理认知, 能更好地理解他人的需求、偏好和价值观。	创业者与利益相关者	创业决策

作者及年份	换位思考定义	换位思考对象	换位思考情境
Parker & Axtell, 2001	个体采纳他人的观点, 试图理解他们的偏好、价值观和需求的认知过程。	员工与供应商	员工绩效
Wu & Keysar, 2007	推断他人的心理状态, 考虑他人的观点, 从而解释和预测他们的行为。	一般意义上的个体	文化差异
谢礼珊等, 2011	员工站在顾客的立场来认知某一事件。	员工与顾客	劳动关系
Hoever et al., 2012	设身处地站在他人的立场思考问题, 以促进合作与分享。	团队成员之间	创新绩效
Gordon & Chen, 2013	理解他人的想法、感受和看法。	恋爱双方	社会交往
Ku et al., 2015	从他人的角度想问题或站在他人的立场想自己, 以了解他们的观点、思想、动机、意图或情感的主动认知过程。	一般意义上的个体	一般情境
Khalid & Sekiguchi, 2018; Prandelli et al., 2016; 张浩等, 2019	从他人角度思考问题, 把握他人心理状态并预测他人行为。	创业者与用户	机会识别与商业模式创新
Madera, 2017, 2018	通过想象自己处于外部目标群体的位置来考虑他们的观点。	员工与领导者	员工管理
Dishon & Kafai, 2020	积极考虑他人的心理状态和主观感受。	设计师与潜在用户	产品设计
崔连广等, 2021	聚焦他人的心理认知, 能更好地理解他人的需求、偏好和价值观。	创业者与利益相关者	创业决策