研究创业认知的形成和效应机制是解开创业行为和绩效差异之谜的重要途径，研究显示创业者的非人格属性和嵌入情景是形塑创业认知及影响创业行为的两个核心要素，但目前的研究还缺乏对创业者价值观和身边环境所起作用的系统考察。因此，综合考虑先验的、稳定的个体属性和动态的、资源约束的环境属性对创业认知及创业行为的影响就成了解开这个理论谜团的重要学术努力。基于认知视角，结合奏效逻辑和前景理论，本研究以新创企业不连续创新行为为研究对象，采用扎根理论、案例研究、大样本问卷调研、倾向得分匹配和断点回归等研究方法，考察宗教信仰和政治信仰为代表的创业者价值观如何影响创业认知和不连续创新行为，以及家族涉入所带来的意愿和能力资源、家族事件如何调节他们之间的关系。本项目对创业认知前置因素及效应研究、创业决策参照点及行为模式、不连续创新竞争优势来源及创业资源驱动模型等理论研究贡献了新的知识。

It is a key step to understand the heterogeneity of entrepreneurial behavior and performance through examining the formation and effect mechanism of entrepreneurial cognition, and studies have showed entrepreneur’s non-personality attribute and embedded situation are of two important factors to shape entrepreneurial cognition and influence entrepreneurial behavior, but there aren’t sufficient researches in entrepreneur’s value and immediate situation. Therefore, it is an important effort to answer the question by exploring the integrating effect of the prior stable feature combining dynamic constrained environment on entrepreneurial cognition and behavior. The study, based on cognitive perspective integrating effectuation and prospect theory, investigates how the value including religious and political belief impacts entrepreneurial cognition and discontinuous innovation in new ventures, and family involvement incorporating willingness, ability and family events moderates the main effects through various methodologies, for instance grounded theory, case study, big sample survey, PSM, Regression Discontinuity, etc. The program will contribute new knowledge in the antecedence and effect of entrepreneurial cognition, the reference point of entrepreneurial decision as well as entrepreneurial behavior pattern, the competitive advantages source of discontinuous innovation, and resource-driven entrepreneurship theory.