Asia-Pacific Journal of Business Venturing and Entrepreneurship (벤처창업연구)

The Korean Society of Business Venturing (한국벤처창업학회)
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Examining the Formation of Entrepreneurial Activities through Cognitive Approach

기업가적 활동 형성에 미치는 영향요인: 인지론적 접근

  • Lee, Chaewon (Seoul National University of Science and Technology)
  • 이채원 (서울과학기술대학교 경영학과)
  • Received : 2017.04.04
  • Accepted : 2017.06.27
  • Published : 2017.06.30
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Abstract

There have been questions how entrepreneurs think, act and why individuals become entrepreneurs. The trait-based explanation of entrepreneurial activities has been main stream. However, the trait-based theory has been criticized because it assumes that entrepreneurial traits are inherited, stable and enduring over time. This research accepts the cognitive theory to see how entrepreneurs learn or accept others' values, how entrepreneurial perceptions of opportunity impact entrepreneurial actions and how individuals acquire the social legitimation of the formation of entrepreneurial activities. In order to capture the attitudes, activities and motivations of people who are involved in entrepreneurial activities, the author uses the GEM Korea 2016 data. The data from the Global Entrepreneurship Monitor(GEM) has been well known for the data to capture individuals early-stage entrepreneurial activities. This paper used the sample from the APS(Adult Population Survey) of the GEM which was completed by a representative sample of two thousand adults in Korea by the qualified survey vendor, with strict procedures and oversight by the GEM central data team. The hypotheses are tested with logit regression analysis to estimate the probability of the influence of perceptual variables such as individual perception in social learning, the opportunity recognition in the environment, and social legitimation in the entrepreneurial activities. Based on the results, individuals tend to have high entrepreneurial activities if individuals have high self-efficacy. Also, the existence of role models around the entrepreneurs encourages the individuals involve in entrepreneurial activities more however the perception of opportunity in the environment is not strongly associated with entrepreneurial activities. The media exposure of successful entrepreneurs is more important than others' perception of entrepreneurs on the desirable career option or respect from communities. This paper can contribute to the cognitive processes, particular perception about oneself, as well as perception which is impacted by a community or a society.

기업가정신 연구에서 "왜 어떤 사람들은 기업가가 되고, 어떤 사람은 기업가성향을 갖지 않는가?"라는 질문은 매우 중요한 연구주제이다. 그동안 많은 연구들은 기업가의 특성을 바탕으로 기업가적 의도와 행동을 설명하고자 하였으나 일관성 있는 연구결과를 얻어내지 못하였으며, 많은 비판을 받아 왔다. 이러한 비판은 인지론적 접근(Cognition Theory)을 통한 연구를 발전시키게 되었다. 즉, 어떤 사람이 기업가적 행동을 하는지는 어떤 특정한 자질의 문제가 아니라 기업가가 어떻게 인지를 하느냐에 달려 있다는 것이다. 본 연구에서는 2016년 GEM(Global Entrepreneurship Monitor) Korea 조사를 바탕으로 기업가적 행동(초기 기업가적 행동 - 창업을 하고자 준비하는 예비창업자, 창업을 하여 42개월 미만의 초기 기업가를 대상으로 함)에 영향을 미치는 인지적 요소를 파악하고자 하였다. GEM조사는 크게 성인조사와 전문가조사로 구분되며, 본 연구의 표본으로 사용한 성인조사는 우리나라 성인 2,000여명을 대상으로 하여 기업가정신에 대한 태도, 인지, 동기, 성장열망 등을 조사한 자료를 사용하였다. 기존의 인지론적 접근방법을 사용한 많은 연구들은 주로 연구 대상을 대학생, 대학원생들의 기업가적 의도 및 창업 의도로 설명하고자 하였으며, 실제 기업가적 행동을 중심으로 한 연구는 많이 이루어지지 않았다. 또한 기업가적 과정에서 기업가의 인지는 단지 기업가 개인적 수준에서의 인지 즉, 자기 효능감(Self-Efficacy), 가치관, 태도적 특성뿐만이 아니다. 개인 수준에서의 인지요소들과 더불어 사회 문화적 환경으로부터 영향 받아 형성되는 지각(Perception)과 주변 사람들의 영향을 통해서 형성되는 지각 또한 기업가적 행동에 영향을 미치는 중요한 요소이다. 본 연구에서는 GEM 연구의 검증된 조사방법을 통해 선정된 우리나라를 대표하는 일반 성인 샘플을 대상으로 하여 로짓 회귀분석을 통해 기업가적 활동을 파악하고자 하였으며, 그동안 연구의 중요성에 비해 많이 다루어지지 않은 롤 모델에 대한 인식, 비즈니스 환경에서의 기회에 대한 인식, 사회적으로 얼마나 기업가에 대해 논의가 이루어지는지와 같은 사회적 정당성에 대한 인식이 기업가적 활동에 어떤 영향을 미치는지를 살펴보았다. 사람들은 일반적으로 자기효능감이 높은 경우에 기업가적 활동 참여에 더욱 적극성을 보이며, 주변에 기업가로서의 롤 모델이 있는 경우 더 적극적인 기업가적 활동을 한다는 것이다. 다만 사회적으로 기업가가 좋은 경력의 대안으로 인지된다고 하더라도 개인들의 기업가적 활동에 영향을 미치지는 못하며, 또한 사회적으로 기업가가 존경받는 위치에 있다는 것도 기업가적 활동을 촉진시키는데 영향을 미치지 못하는 것으로 나타났다. 다만 미디어에서 성공 받는 기업인이 많이 노출 되는 것은 기업가적 활동을 촉진시키는데 영향을 미치는 것으로 나타났다. 본 논문은 기업가적 의도가 기업가적 활동으로 연결되기 위해서 사회적으로 어떤 조력이 필요한지 정책적 시사점을 제공할 뿐만 아니라 기업가정신의 인지론적 접근방법에 대한 이론적 발전에도 기여할 것으로 본다.

Keywords

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